Let's face it: Most magazines, especially standard business-to-business publications, operate on the periphery of the advertising markets they serve. The editors write the stories, the salespeople sell the pages, but usually the intimate contact between magazine and advertising client is missing.
I think that's because in most other businesses the marketers themselves know lots more about their industries than the magazines do. Now I'm not implying we at Plastics Technology know more about your business than you do, but I do believe we have a unique product that gives you a level of plastics processing market intelligence and insight that you simply can't get from any other magazine in the field.
We call it the Manufacturing Census, and it's a product that places us smack dab in the middle of the plastics processing market. I feel strongly that the Manufacturing Census separates us from the rest of the many fine plastics publications out there.
You've heard me talk about our commitment to the processing market in previous letters. But let me assure you, nowhere will this level of commitment be reflected more clearly than in our desire to make the Census an absolute "must-have" for your short- and long-term marketing plans. "Commitment" isn't even a strong enough word. "Obsession" might be more accurate.
For those of you who aren't familiar with the product, the Manufacturing Census contains strategic marketing data on potential customers for your products. It provides comprehensive information on more than 13,000 processing locations in the U.S. and Canada. And this plant data can be segmented for you by geographical location; process type; the number, age, size and type of machines used; the type and quantity of material consumed; as well as the end-product made at a particular location. Over the years, the database has been used by hundreds of machinery and materials suppliers to evaluate market share, analyze possible problem areas, introduce new products, and identify new sales opportunities.
How? Say for instance you're an injection molding machine supplier introducing a machine in a size altogether new for you. What's the market for this new machine? In what geographical area are most of these processors located? What's the average age of machines of this size already out there?
In 1999, the Plastics Technology team will bring a renewed sense of excitement and energy to the Manufacturing Census. Numerous enhancements are already in place. We intend to increase our financial investment as well as re-energize our marketing and promotional efforts. Our experienced and savvy sales staff is enthusiastic about the opportunities that the Manufacturing Census offers and is ready to discuss them with you.
Customer service gets a boost, too. We've set up a department devoted to the Census. Therese Hoarty, PT's long-time Director of Production, has been named Director of Operations. Call Therese directly for information about the Census at (212) 592-6572. Or, contact your local sales representative for immediate assistance.
The Manufacturing Census contains the most detailed data available about processing plants and processors, making Plastics Technology the best source of information about your customers. Our renewed commitment (obsession) will make the Manufacturing Census even more valuable to you. Together with your advertising program in Plastics Technology, the Census creates a complete environment for your sales effort. And you can only get it from us.