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Ever use one
of these a
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■purpose
tools
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Superficially, the tool looks great. E
ut it won't sow like a
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saw, it won't drive screws so well as
a screwdriver, it won't
cut like a scissors. It will open a bottle, in a pinch. It will sharpen a pencil, but not so well as a pencil sharpener. For much less money you can purchase a simple bottle opener and a plain pocketknife.
If you're selling something to consumers, an all-purpose tool, such as a consumer magazine, makes sense. But if you're trying to sneak up on industrial or merchandising prospects when they're behaving as consumers, you might as well ring doorbells in Far Rockaway. You might turn up a prospect, but the waste would be enormous.
Advertisements in the specialized business press— trade, industrial, merchandising and professional publicationsare special-purpose tools. They cut through closed doors, drive home selling messages, reach into men's minds when they're open to buy.
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 who is determined to stay ahead, the business press teaches the newcomer, trains the analyst, retreads the old-timer. It serves, pin-points, identities. It is not all things to all men. It is specific, seeking out specialized markets. It isolates, clarifies, inspires. It reaches — efficiently.
7973 fye Sfreef, N.W., Washingfon, D.C. 20006. Representing the 280 member magazines of National Business Publications, Inc., whose membership qualifications Include independent audits by the Audit Bureau of Circulations, the Business Publications Audit of Circulafio':, Inc., or the Canadian Circulations Audit Board Inc.
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