Marketing services - Business-to-business/Database marketing: Trading on business

Business-to-business publishing in the UK has never received the attention it would merit if a share of advertising revenue were the sole criterion for coverage. The UK industry is worth over L700m a year. Its failure to hit the headlines is due to a combination of factors. Those most often cited in...

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Bibliographic Details
Published in:	Marketing (London) 1993-07, p.23
Main Author:	Fry, Andy
Format:	Magazinearticle
Language:	eng
Subjects:	Advertising revenue Cost reduction Economic conditions Executives Industrial advertising Industrywide conditions Manycompanies Marketing Print advertising Problems Product quality Publishing industry Recessions
Online Access:	Get full text
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Summary:	Business-to-business publishing in the UK has never received the attention it would merit if a share of advertising revenue were the sole criterion for coverage. The UK industry is worth over L700m a year. Its failure to hit the headlines is due to a combination of factors. Those most often cited include its fragmented nature, its shortage of memorable brands, and what publishers admit is a less sexy image than other media. There is less commission to be earned and the creative challenge is minimal. Morgan-Grampian managing director Denis Conlon believes that some publishers are surviving by offering cheap rates without investing in their products and that threatens the quality of the better products. Publisher RBP's Chief Executive John Matthews created the publishing village, emphasizing the role of publishers and editors in decision making and seeks economies in, for example, paper stock. For advertisers, it is important not to let the process of belt-tightening obscure the bigger picture. The inevitable fall-out of the recession matters less than observing who has kept up their investment and how they market their services.
ISSN:	0025-3650