Buyers Guide Redesign
This trade association wanted to add more valuable content to its annual buyers guide with hopes of increasing display advertising pages and to address challenges presented by competitive publications. Before the 2007 edition the guide was chiefly just a compilation of vendor listings organized by product categories. The first step taken by this advertising manager was to develop a more comprehensive list of industry products and services. Existing advertisers and prospects (culled from competitive publications) were coded in the AdSystems database program. More than one thousand invitations to fill out questionnaire to submit product information were emailed to media buyers in the database. Response rate was close to 80%. Data was reviewed and exported to Quark for page layout. Additional editorial content pertaining to readers' profession was edited to fit. The new and improved guide achieved glowing results. Ad revenue reached an all-time high. The advertiser/prospect da
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