The document discusses various traditional and new media options for B2B advertising. It notes that while the internet and new media have grown, print is not dead and should still be part of advertising plans. The document provides advice on evaluating media options, asking the right questions of publishers, and common mistakes to avoid when buying media. It also highlights emerging options like video and social media that are seeing increasing usage and spending.

2. In the beginning, there was a sign. And it was good.

3. Soon came radio (Image Source: Duke University Library)

4. Television. “The end of radio?” (Image Source: Duke University Library)

5. Direct Mail Magazines There are several media platforms for BtoB and consumer reach.

6. And then along came the Internet.

7. 63.4% of the U.S. Population used the Internet last year.

9. News on the Internet

11. “ Five out of every 10 magazines and newspapers will go out of business, scale down their frequency or move entirely to the Web.” ---Andy Cohn, VP & Group Publisher, Fader Media

14. Apples and media are all the same. Not.

18. SRDS cont'd

19. ABC site

20. ABC continued... Under eCirc you'll be able to select the type of Media statement you're interested in seeing: 1) Newspapers 2) Consumer Magazines 3) Business Publications and 4) Farm Publications

21. BPA site

22. BPA site cont'd They have a Camtasia Studio video to show you how to search. Review only 239 websites so far; primarily for print audits.

23. Key elements of the BPA Statement 1. Define “qualification” 2. Look at total qualified number 3. Determine your target and divide that % by the total qualified number

24. Key elements cont'd...

25. Resources for dissecting an audit statement “ How to Use BPA Worldwide Circulation Statements to Prepare a More Effiective BtoB Media Schedule www.bpaww.com/resources/guide/ReadingBusinessCircStatement.pdf ABC offers free flash-based video tutorials on a variety of topics: www.accessabc.com/resources/buyerprodev.htm “ How to Read an ABC Business Publisher's Statement” http://www.accessabc.com/pdfs/b2bhowtohandout.pdf

27. Example of Alexa Search

29. Fruit Salad or Chocolate Cake?

38. The ad spend is not growing as fast as usage.