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Article: ROI Rules in B-to-B.
- Article from:
- Circulation Management
- Article date:
- August 1, 2004
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Copyright informationCOPYRIGHT 2004 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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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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