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‘Vertical Guide’ not straight up

In reading the recent 2005 Guide to Vertical Marketing, I came across a story on insurance in which I was quoted ["Proof, patience key for insurers," p. 10]. This is a reprint of an old article and the quotes are no longer accurate. Since that interview was given, the insurance market has "softened" substantially. Prices are falling, and competition for business is extremely aggressive. Spending on advertising/marketing is on the rise. There is an increased focus on sales, new product/service development and delivering customer value.

Repackaging dated material does a real disservice to loyal BtoB readers and undermines the credibility of the reporter and those professionals quoted in the story.
Kimberly Paterson
Creative Insurance Marketing
Belmar, N.J.
kpaterson@cim-co.com

We, the publishers of Accounting Today, saw your article ["Establish trust, show substance," p. 29]. This has Rob Whitaker’s incorrect title (he is the publisher). Additionally, we are not Thomson Media, we are SourceMedia. We have not been part of Thomson for eight months.
Danielle Hartley
Group marketing director
SourceMedia
New York
danielle.hartley@sourcemedia.com

I wanted to point out the absence of my company’s publications from "vertical vehicles" in the insurance section of your 2005 Guide to Vertical Marketing.

The Agent’s Sales Journal is one of the most widely read publications in the life and health industry, reaching a total of 475,000 independent agents and financial advisers annually with one national and 12 regional editions. Insurance Marketing magazine reaches 13,500 Independent Marketing Organization (insurance wholesalers) and insurance company marketing executives.
Jamie Green
Editor in chief
Agent Media
Clearwater, Fla.
editor@agentmediacorp.com

I was surprised not to find our publication in your 2005 Guide to Vertical Marketing. Roads & Bridges reaches 60,000 contractors, government officials and consulting engineers in the road- and bridge-building industry. The company, Scranton Gillette Communications, has been covering civil engineering for 99 years, and we will be celebrating our 100th anniversary in 2006. We also have a publication, Water and Waste Digest, which serves 90,000 readers.
Bill Wilson
Editor in chief
Roads & Bridges
Des Plaines, Ill.
bwilson@sgcmail.com

Your excellent report entitled "How to market to construction" unfortunately omitted any mention of the fine business publications and expositions we produce at ZweigWhite.

CE News reaches 50,000 civil engineers each month; Structural Engineer reaches 35,000 more engineers monthly; and the newly relaunched Bridges reaches 15,000 design/build and construction professionals who specialize in bridge work. Both CE News and Structural Engineer have won numerous awards for editorial excellence over the years.

Additionally, we also publish two specialized construction equipment magazines: Lift Applications & Equipment reaches more than 20,000 aerial lift equipment owners and operators each month, and CraneWorks reaches 11,000 construction and overhead crane owners and operators, monthly as well.
Dick Ryan
President-CEO
ZweigWhite Information Services
Chicago
dryan@zweigwhite.com

Building momentum for interactive b-to-b

Congratulations to you and the BtoB staff on your fifth anniversary this year. Agency.com appreciates the momentum you have helped build for interactive in the b-to-b space. I consider BtoB a must-read-and I know our clients like Grainger, HP and Honeywell do as well. Celebrating your fifth anniversary is a mark of your hard work and dedication. You and your team should feel very proud.

Looking forward to working with you in the years to come.
Don Scales
President-CEO
Agency.com
Irving, Texas
dscales@agency.com

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