The B-to-B Mailer’s Rules of the Road

Is business magazine publishing dying? Hardly. The 1990s gave birth to some hot new business magazines that have struck responsive chords among modern managers, entrepreneurs and digital executives. Business 2.0 boasts more than 750M paid subscribers, of which in excess of 600M receive the magazine at home. (Mail your b-to-b offer to a prospect at home to bypass the mail room and the assistant in the outer office.) And Mort Zuckerman’s Fast Company has a whopping 435M paid subscribers. Beyond magazines, the b-to-b mailer looking for response lists can reach seminar attendees, book buyers, catalog shoppers and a slew of vertical lists and catalogs for specific industries.