Article: ROI Rules in B-to-B.

Byline: KRISTINA JOUKHADAR

Times have changed in business-to-business publishing, according to Adam Japko.

In the 70's, training for ad sales reps and publishers was about how to "work a trade show," said Japko, the president of the Advanced Technology division of PennWell Corp. The biggest challenge was how to interact with your industry, how to have a personal impact in your dealings with your advertisers. It was all about people.

But the landscape changed in the '90's as small, entrepreneurial companies were bought out and aggregated into larger firms, Japko continued during his keynote at the Circulation Management Conference & Exposition.

One of the ...

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