Analyst Ken Noble: business press woes may have bottomed out

Article Abstract:

Prominent media financial analyst J. Kendrick Noble has projected increased advertising revenue for print media in the 1990s provided the economy will also improve. The increase is proportionate to the advertising spending trend of businesses. In a speech before the New York Business Press Editors, Noble predicted a 6.9% rate for business journals and 7.5% for all types of advertising. However, if the economic slump continues, the growth rate of advertising income might plunge into negative figures. Meanwhile, trade journals are most affected because small businesses lack credit which limits their advertising spending.

Advertising, Economic aspects, Periodical publishing, Magazine advertising

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Target: small business

Article Abstract:

'Your Company' is a quarterly magazine published by American Express Co to promote the use of its corporate charge card and to win customer loyalty. The magazine helps small-business owners improve their firms' operation by providing them with management information. In addition to regular columns on tax counselling, legal and management issues, the magazine contains articles on small-business pension plans, client service programs and training children in family businesses. 'Your Company's' success is not based on advertising sales but on increased customer loyalty and use of their charge card.

Security brokers and dealers, Short-term business credit, Misc. business credit institutions, Publishing industry, Cover Story, Small business, Periodicals, Credit and debit card industry, Credit card industry, American Express Co.

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Business press survival drill; serving a marketing smorgasbord

Article Abstract:

Trade magazines are increasingly becoming a major marketing information source for business firms. Since few trade magazine publishers rely on print advertisements to survive, they dish out a smorgasbord of marketing sections, news and information to boost circulation. These include sponsorship opportunities, customized market research, lead processing assistance, advertising production and customized publication of such materials as training manuals and employee communications.

Marketing, Business journalism

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