ABC Initiative To Boost Business To Business Magazines
The Audit Bureau of Circulations has launched an innovative scheme to help business to business magazines increase their advertising revenue by educating company executives on the benefits of the sector.
The B2B Advertiser Communication Programme will see a quarterly bulletin target company bosses to improve awareness and understanding of sales figures in the releases of ABC’s data for business magazine titles.
A special buyers microsite has been created to support the bulletins containing an special ‘ask the experts’ service provided by Claire Butcher, media director at Ogilvy Primary Contact. There will also be links to the PPA’s www.b2bmedia.co.uk where advertiser will have access to a rnage of information they can use to support their buying decisions.
ABC has worked closely with business to business publisher members to build a database of key B2B advertisers which has been fully tele-marketed for opt in consent to the programme. It currently contains 400 important B2B buying contacts that have been identified by 12 publishing groups from across 15 industry sectors.
Commenting on the initiative, Jan Pitt, ABC’s director of b2b and exhibitions, said: “A dedicated communication programme for the B2B sector will undoubtedly benefit publishers by helping to develop a more educated audience that is more receptive to audited circulation data and aware of the different circulation categories.
She added: “It will also help to build understanding by advertisers of the value of B2B magazines as an effective part of a marketing strategy. This represents a focused approach by ABC on behalf of B2B publishers which will be on-going in future months.”
Last month ABC announced a change to its rules to allow publishers to report sales of digital editions on their existing print certificates. The move clears the way for publications produced in both print and digital formats to include the latter on their ABC certificates for the first time (see ABC Amends Rules For Reporting Electronic Circulations).
ABC: 020 7927 9999 www.abc.org.uk
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