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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
12. Evaluation of Print
Media
Business Publications Business publications are
those magazines or trade journals published for specific
businesses, industries, or occupations. Standard Rate and
Data Service breaks down over 9,300 U.S. magazines
and trade journals into more than 180 market classifications.
The major classifications include:
1. Magazines directed at specific professional groups,
such as National Law Review for lawyers and
Architectural Forum for architects.
2. Industrial magazines directed at businesspeople in
various manufacturing and production industries—for
example, Iron and Steelmaker, Chemical Week, and
Industrial Engineering.
3. Trade magazines targeted to wholesalers, dealers, distributors,
and retailers, among them Progressive Grocer,
Drug Store News, Women’s Wear Daily, and
Restaurant Business.
4. General business magazines aimed at executives in all
areas of business, such as Forbes, Fortune, and BusinessWeek.
(General business publications are also
included in SRDS’s consumer publications edition.)
5. Health care publications targeted to various areas
including dental, medical and surgical, nursing,
biotechnological sciences, and hospital
administration.
The numerous business publications reach specific
types of professional people with particular interests and give them important information
relevant to their industry, occupation, and/or careers. Business publications are
important to advertisers because they provide an efficient way of reaching the specific
types of individuals who constitute their target market. Much marketing occurs at the
trade and business-to-business level, where one company sells its products or services
directly to another.
Advantages of Magazines
Magazines have a number of characteristics that make them attractive as an advertising
medium. Strengths of magazines include their selectivity, excellent reproduction
quality, creative flexibility, permanence, prestige, readers’ high receptivity and
involvement, and services they offer to advertisers.
Selectivity One of the main advantages of using magazines as an advertising
medium is their selectivity, or ability to reach a specific target audience. Magazines
are the most selective of all media except direct mail. Most magazines are published
for special-interest groups. The thousands of magazines published in the United
States reach all types of consumers and businesses and allow advertisers to target
their advertising to segments of the population who buy their products. For example,
Modern Photography is targeted toward camera buffs, Stereo Review reaches those
with an avid interest in music, and Ebony focuses on the upscale African-American
market. Many new magazines are introduced each year targeting new interests and
trends. According to Samir Husni, who has been tracking magazine launches since
1985, the category with the greatest number of new magazines during the past 15
years is sports. 3 Nearly 1,000 new titles have been introduced into the crowded
sports magazine field, with many of these launches occurring in recent years. Many
of the new magazines are targeted at nontraditional sports, such as skateboarding,
snowboarding, wrestling, and weight lifting. For example, Muscle & Fitness Hers is
a new magazine that targets women who are into serious fitness training and weight
© The McGraw−Hill
Companies, 2003
Exhibit 12-3 Beef
magazine is read by many
cattle ranchers
395
Chapter Twelve Evaluation of Print Media