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Move over, Mickey, it’s business time

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Fairchild is closely held, so the company doesn’t provide financial details. But DeBartolo said Fairchild’s b-to-b revenues in the fourth quarter of 2000 rose 24% compared with the same period in 1999. He’s confident that Fairchild’s trade titles will be able to weather the ongoing reduction in ad spending. "The challenge is how do we keep up the momentum," he said.

Fairchild has also created what it calls the Power Buy program, in which advertisers who buy scheduled space in Home Furnishings News and/or InFurniture get fractional ads in three Condé Nast consumer titles: House & Garden, Gourmet and Bride’s. The plan is designed for a "trade push, consumer pull," DeBartolo said. "It’s for trade customers who might not otherwise budget for a presence in consumer magazines."

Felice Jenkins, print supervisor at Zenith Media, said the Power Buy program helps extend brands. "You don’t want bonus ads running randomly, but want to make sure that the [bonus] is targeted to a strategic publication that aligns with the company’s marketing and media needs," she said.

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