Business-to-Business Advertising in the Current Environment, Content
Content – This is the single most important determinant in the selection of the best magazine to carry a company’s advertising message. If a magazine has relevant, interesting, and current content, readers will read and return. If it has contrived or only casually related content, then readers will not be fooled.
It would be a great practice for marketers to read several issues of magazines under consideration for their advertising dollars before ever committing to an ad program. If the content feels right for their customers, if it is interesting, and if it addresses issues customers are faced with, it is probably the right content.
Over the past several decades, many publications have started up with the main intention of making profit. They may have had little or no direction to serve the needs of the readers or of the advertisers. We are starting to see these publications fail. There is a thinning out of business-to-business magazines because too many had flooded the field without commitment to excellent content.