The B-to-B Mailer’s Rules of the Road

B-to B Response Lists

According to American List Counsel’s Kim Lowenthal, a major shift has occurred in the makeup of business response lists, especially in the area of publishing. Magazines come and go and their circulations go up or down depending on their relevance to the times. For example, the paid subscriber files of Forbes, Fortune, Business Week, Inc., Boardroom/Bottom Line, Kiplinger, Barron’s and The Wall Street Journal are well below their highs of the early 1990s. The reason: Business and financial information is available 24 hours a day on the Internet plus round-the-clock coverage on CNN-FN, Bloomberg and CNBC. What’s more, this information is free and immediate, whereas it’s old news by the time it gets into the pages of a weekly or biweekly magazine.