Got a link to this webpage from a magazine publisher: Magazine Vertical Search:
“Business-to-Business magazines drive more readers to their own website than any other medium. … The reader goes direct from the print page to an advertiser’s website to continue to search a product or service or new technology.”
The webpage is actually an attempt at a pitch for a vertical-search software, although it reads more like a manifesto about the value of B2B trade pubs, with half-a-dozen links to articles proving his case.
My opinion? Anyone can drive more traffic to their site via magazines and advertising than search can. It just takes a lot of money. One of the articles linked to references automobile website traffic being driven by advertising, which is not relevant to the B2B print ad discussion, although is a good example of what money can do to site traffic.
Yes, if trade advertising were measurable (which I have no idea how this guy’s software does this), it could make the case. The problem is that for many of us niche industrial marketers, the low-hanging fruit of search is so bountiful, and measurable, that trade advertising is no longer worth it.
Once you spot an interesting product or service, you need to take the printed magazine to a PC and type in the website domain name.Very inconvenient.You can’t click on a printed link in a magazine.
Once you spot an interesting product or service, you need to take the printed magazine to a PC and type in the website domain name.Very inconvenient.You can’t click on a printed link in a magazine.
and many a times it happens that you had misspelt it and got diverted to another page
and many a times it happens that you had misspelt it and got diverted to another page
Sure, you can’t click on a link on the paper, but I think it drives traffic anyway
Sure, you can’t click on a link on the paper, but I think it drives traffic anyway