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Call them purchasing agents, call them marketing directors, call them v.p.'s, call them superintendents, managers, estimators, specifiers, buyers, consultants, designers, contractors, chemists, physicists, engineers or any other title known to salesmen. Whatever the label, you can be sure that your customers read the business press.
You can be sure because no one holding a responsible position will hold it long without reading publications appropriate to his work. That's not the secret of responsibility— but it's a clue.
Advertisements in the business press — trade, industrial and professional publications— attract customers while they're exercising their responsibility to keep informed.
The climate's right. The price is right.
Budget as you behave.* There are no dollars in advertising budgets more efficient than those invested in the business press.
1913 Eye Street, N.W., Washington, D.C. 20006. Representing the 244 member magazines of National Business Publications, inc., whose membership qualifications include independent audits by the Audit Bureau of Circulations, the Business Publications Audit of Circulations, Inc., or the Canadian Circulations Audit Board, Inc.
*The fact that you can be reachecJ has ju5t been demonslraled.
The specialized business press is industry's reporter, management's instructor, the sales manager's divining rod, the marketer's market data source. Read by the man who wants to get ahead and the man determined to stay ahead, the business press teaches the newcomer, trains the analyst, retreads the old-timer. It serves, pin-points, identifies. It is not all things to all men. It is specific, seeking out specialized markets. It isolates, clarifies, inspires. It reaches — efficiently.
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November 9, 1964
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