Guy Consterdine’s article in this week’s issue is right of course, B2B magazines are the ideal way to communicate with your market – and in the timber industry that means TTJ.
When it comes to comparing different products from different manufacturers, such as woodworking machinery, the case for exhibitions is clear. They are particularly good when you can see things working. Huge international fairs like LIGNA afford even greater opportunities and enable you to compare a wider range of products from around the world. However, the disadvantage of fairs is that they only happen once a year, or in LIGNA’s case every two, and you cannot guarantee who turns up on your stand.
In the meantime, daily business life goes on and this is where business magazines really score. Good B2B magazines offer companies an all round, all year service. They are as flexible as they are timely and you can always find an issue that co-ordinates with your own marketing plans, whatever the time of year.
Extolling the virtues of the print medium may appear somewhat old-fashioned, but print has lost none of its value and B2B magazines are still the best, most cost-effective way of reaching the business community. Visitor attendance at shows may be unpredictable, but magazines can tell you precisely who their readers are.
Some people may take TTJ for granted and forget what it is capable of doing for them in business terms. It is worth reminding you that the key buyers and sellers of timber and wood products almost certainly read this magazine, just as you are now.
And then consider TTJ’s website www.ttjonline.com. If you haven’t, you are definitely missing out, because in the past 12 months advertisements on the site received no fewer than 5.4 million impressions. That’s an average of 15,000 a day.
So your 2006 New Year’s resolution should be to make greater use of the business press and TTJ, and its quarterly sister title Timber Building, in particular!
