Give advertisers reason to stick it out: Trade vet

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As president of Thomson Financial Publishing's Faulkner & Gray, Jack Love incubated and launched 19 business-to-business publications from 1982 to 2000. Last year he spun off one of those titles, Internet Retailer, and formed Vertical Web Media Corp. With a career that began in 1968 at McGraw-Hill Cos.' Business Week, Mr. Love is a veteran of economic downturns and believes this one will separate committed publishers from short-term opportunists.

Opinion: There is no certainty that economies outside the U.S. are immune from this downturn, and not only those feeding at the trough of dot-com advertising will be affected. The growth we experienced in the last few years was unprecedented; the slowdown is going to be equally dramatic.

Survival tactic: Keep content standards high and give advertisers reasons to stick with you. We used to do a special section a few times a year; now we do one in every issue. We're doing newsletters, sponsored content on the Web, and we're pulling in new revenue from more aggressive marketing of our reprints and subscriber lists.

Outwit, outlast: The b-to-b sector got fat-lots of opportunists got into this business. Now is the time for committed publishers to become very efficient and prove themselves to advertisers who are also committed. While we lost dot-com advertisers, we added Microsoft Corp. and IBM Corp.

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