Monday, November 21, 2005

News Analysis - Ground Support: The Shifting Role of Print Publications in B2B Media

Ah, print, the darling of trade publishers everywhere. It's still a potent weapon in today's B2B marketing wars, but with trade events and online publications soaring in their revenue mixes today's B2B publishers are oftentimes perplexed as to how to deal with the shifting strategic role of print. Just as yesteryear's battleships and today's aircraft carriers had to adapt their strengths to new types of missions B2B print publications can find important roles in today's business marketing mix - if they cede their former glories to new types of strategic and tactical roles. After all, how many things does an executive get in the mail these days that they really want to open?

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