Business-to-Business Media Selection

Much more than just a “dart board”

Most of us know the obvious criteria for selecting business-to-business publications... like choosing the publication that delivers the largest target audience for the dollars spent. But there are many other criteria that are also very important and that might suggest a consideration of other competitive magazines.

1. Delivery of qualified circulation

  • are readers in the job functions that influence the purchase of our product?

  • are they in the industries we sell to?

  • is the circulation verifiable?

  • do these readers request the publication?

2. Editorial content

  • does it address our agenda?

  • are articles staff-written or contributed?

3. Cost efficiency in reaching qualified audience

  • cost per thousand qualified readers?

  • volume-buying efficiencies?

4. Geographical reach

  • how well does the publication reach all corners of a selling arena; i.e., counties, states, countries, continents?

5. Actual response to ads in that publication

  • quantity?

  • quality?

6. Measurement tools

  • reader service number (“Bingo Card”) response mechanism?

  • inquiry follow-up study?

  • ad readership study?

  • brand awareness study?

7. Value-added program

  • measurement tools?

  • direct mail lists?

  • market research?

  • sales helps?

8. Service orientation

  • sales representative?

  • production people?

  • bookkeeping people?

  • editorial staff?

9. Editorial interest in the advertiser

  • contributed articles?

  • product and press releases?

10. Use by competitors

As you can see, the selection of business-to-business publications is more than just a “dart board” exercise. If business-to-business media serves your advertising needs, think about these criteria and their impact on your media selections.

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