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If you work for a manufacturer who doesn't use the specialized business press
Isn't it time you gave
the president of your company ^f®^' ?
If you're the advertising manager, the president expects you to pinpoint objectives and achieve them. But, without the business press he prevents you from using the most efficient tool at hand tor reaching specialized markets.
If you're the sales manager, the president expects you to produce sales, sales, SALES. But, if he doesn't back you up with funds for a consistent advertising program in appropriate trade, merchandising, industrial, or professional publications, you won't reach all of your prospects.
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, pinpoints, identifies. It is not all things to all men. It is specific, seeking out specialized markets. It isolates, clarifies, inspires. It reaches — efficiently.
If you're the v. p. for marketing, the president expects you to maintain communication with customers and prospects. But he deprives you of the means to inform and educate those distributor salesmen who are beyond your direct control.
If you're the president, give yourself P?i^ . You know that you make many buying decisions; the presidents on your prospect list do the same — and they're as hard for salesmen to reach as you are. They're also as easy to reach via appropriate specialized publications.
7973 fye SUeel, N.W., Washington, DC. 20006. Representing the 280 member magazines of National Business Puljlicatiom, Inc., whose membership ciualiiications include independent audits by the Audit Bureau of Circulations, the Business Publications Audit of Circulation, Inc., or the Canadian Circulations Audit Board Inc.
ovember 16, 1964