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BtoB

What are your print advertising plans for this year, and how have they changed compared with previous years?

George Stenitzer, VP-marketing and corporate communications, Tellabs Inc.

Published on .

“Tellabs' print vehicle is our quarterly magazine, Insight. To the media that distribute it in print, it's a 16-page ad that polybags with their magazines. About one-third of our Insight distribution is in print, and two-thirds is electronic. From our viewpoint, Insight is one engine of our content marketing strategy, with 15 pages of editorial plus a back-cover ad that points to a white paper on our website. Several of our media partners have shifted from print to electronic editions, so they carry the magazine on their website, with their iPad apps and in their newsletters. Beyond that, Tellabs' print ads are tactical, in support of a specific event or campaign. Most ads are electronic rather than print.”
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