Jim Nowakowski, President of Accountability Information Management, Inc. (AIM), a leading B2B research company in the United States, will present a webinar entitled “Using Print Advertising in a Digital World” on August 26, 2015 at 3PM – 4PM Central Standard Time. Sponsored by the Cygnus Transportation Group, comprised of Professional Tool & Equipment News (PTEN), Fleet Maintenance, Mass Transit, Professional Distributor and their associated websites, the webinar will review the interaction of print in a digital world, including providing attendees with tactics to use to generate and nurture leads. The session will address questions such as:

  • How do I know if my advertising is working?
  • Does position matter in a print magazine for my ad?
  • How do people use magazines in this digital world?
  • What does a publisher do to maintain his audience and assure my ad is seen and read?
  • Should I run an ad more than a few times?

Marketing executives, sales managers, and anyone with an interest in how advertising works in a disruptive environment should attend.

Larry M. Greenberger, group publisher of the Cygnus Transportation Group, provided a six-month record of the leads generated from these platforms for the analysis and presentation. He explains, “It’s important for advertisers to know not only the value of print, but how print relates to today’s digital world. We wanted an unbiased look at how information flows, and AIM is the company to deliver that look.”

To prepare for the webinar, AIM took over 16,000 leads generated through the readers’ service card, analyzed them (including making over 100 phone calls). “Believe it or not, the card holds tremendous information,” he says. “Besides, we have no idea whether advertisers use unique 800 phone numbers or even know where their leads are coming from, so the card has valuable insights into the behavior of readers. Most of the time, the true value of the lead isn’t realized until that initial contact is made,” he adds. “This webinar will not only demonstrate such value, but it will provide attendees with ROI metrics that they can use in evaluating their own lead value.”

The webinar covers such topics as win-loss ratios, and how to use that ratio to calculate the number of leads you need to make a specific revenue target. It also provides attendees with “what if scenarios” to arm marketers with tactics to talk to their management about the value of marketing. “Everyone is questioning what advertising is worth,” Nowakowski says. “They always have, and they always will. This webinar will help a marketer speak the language of the CFO to help management understand exactly what marketing can and cannot do.”

The webinar will also cover the value of BPA Worldwide, a not-for-profit organization governed by a board comprised of media owners, advertising agencies and advertisers that audits publications and digital media and how important such audits are to the media buyer.

Finally, it will show which ads performed well, and examine why based on the response rates by showing pages from the magazine, and ranking the items by the number of responses generated.

“That’s the real key to this webinar,” Greenberger says. “It will show what readers respond to and why. That will help everyone perform better.”

To register for the free webinar, go to The webinar will be held at 3PM CST on August 26. Those who register before August 21 will receive a free pdf copy of “Inquiry Behavior in Trade Publications,” a research study conducted by AIM.

For more information on the webinar or about other media research conducted by AIM, contact: Accountability Information Management, Inc., 847-358-8558. Or, visit


About Cygnus Business Media

Cygnus Business Media is a privately held, internationally recognized, technology business-to-business media company founded in 1996. The company offers comprehensive, integrated advertising and marketing programs for some of the world’s strongest business-to-business brands.

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