We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
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"How's business? And by the way, what is your business?"
,, The setting: any social situation. The reaction con be ego-deflating. The quesioned man thinks "Here I am— head of the ' oiggest multiple-row printed-circuit-card^mating-connector factory in the world— and my acquaintances don't know it."
Many a dollar is wasted after such relection. Mr. A. launches a spectacular cam)aign (four pages) in the generals. His riends don't buy mating connectors— but hey may read about his company. The leneral magazine campaign eats up most if the budget. There isn't enough advertisig money left for specialized publications 1 the market Mr. A. serves.
Competitors make hay. Friends wonder Whatever happened to Mr. A.?"
Exaggerated? Certainly. The generals ! ;ach some prospects for highly specialized roducts and services— but at great cost. A jrefully chosen schedule in trade maganes provides depth, reach, and far great• coverage of customers and prospects at a nail fraction of the cost.
The specialized business press is industry's reporter, management's instructor, the sales manager's divin ng 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 a'l men. It is specific, seeking out specialized markets. It isolates, clarifies, inspires. It reaches— efficiently.
1913 Eye Sfreef, N.W., Washington, 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 Circulation, Inc., or the Canadian Circulations Audit Board Inc.
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