I have been working in the business-to-business advertising world for many years. Sales leads have always been important and continue to be. The problem today is that we have a harder time accounting for them.
When I started in the 1970s, an advertisement or press release gathered about one-tenth of one percent of the total circulation list in inquiries. So, for a 50,000 circulation publication, an advertiser could expect 50 inquiries.
Keep in mind that was the days before personal computers and even fax machines. We probably deliver more inquiries today than ever before but they are in the form of views to our advertisers' websites.
In his great book E-Myth Mastery, author Michael Gerber states that a basic function of any world class company is to attrach more and more people to its products and services, endlessly. These are inquires or leads and we are still very much in the business of delivering these to our advertisers.
We produce more leads here at Hydraulics & Pneumatics than ever before. We offer the reader service card still, we offer online reader service, FasTrac follow up reader service, clicks to our digital edition, clicks to our banners, clicks to our e-newsletters, and on and on.
Advertising produces both brand awareness and sales leads and we do both very well here at H&P