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| Author: | Bertrand, K. |
| Title: | Customer targeted magazines proliferate at big companies |
| Journal: | Business Marketing
1992 : APR, VOL. 77:4, p. 22-24,26,31-32,34,36-37,51-54 |
| Index terms: | |
| Freeterms: | WERBUNG, WERBEMITTEL, PUBLIC RELATIONS |
| Language: | eng |
| Abstract: | Customer targeted magazines are growing at an explosive rate, and with good reason. They combine publishing with a customer database to create a visually appealing, highly trageted marketing communications tool. This article examines the variety of approaches being taken by self-publishing marketers. Some companies prefer the 'do-it-yourself' route, others leave the task to contract publishers. Some magazines take ads, some not. Self-publishing can be challenging and expensive, yet well worth the effort, most marketers tell. |
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