New marketing magazine launched by Dow Jones

CNY Business Journal (1994-95), May 16, 1994 by Harting, Don

ITHACA--This small Central New York city is now home to a second marketing magazine. Dow Jones & Co., which has published American Demographics here for the past 15 years, recently rolled out a new title.

Marketing Tools, a bimonthly, claims to cover leading-edge marketing concepts from a "how-to" perspective. According to Claudia Montague, the publication's managing editor, the target readers are the rank-and-file of a large company's marketing department. This contrasts with American Demographics, where the target readers are CEOs and other denizens of the executive suite.

"American Demographics readers are in the penthouse, while Marketing Tools readers are on the second and third floors, where the grand vision gets carried out," Montague explained.

Publisher Michelle DeChant said the target market among advertisers is largely the same as that for American Demographics. That market consists of the sellers of goods and services used by marketers, especially market research companies, direct marketing companies, database management companies, and companies which sell software for management and analysis of statistics.

DeChant claims the new magazine can offer American Demographics advertisers greater penetration among the readers they want to reach. An advertiser who buys space in both publications can take advantage of a combined rate which results in a discount of approximately 10 percent.

The basic subscription rate is $54 per year, but the magazine is offering charter subscriptions at half that price. Subscribers receive six regular issues per year, plus an annual directory of marketing companies. The directory includes paid listings as well as the editorial staff's rating of the 100 best marketing companies.

A notable feature of the 77-page premiere issue is the editorial staff's effort to make it easy for readers to contact them. A "Feedback by Fax" form is provided on the next-to-last page, and the masthead lists no fewer than six return addresses, depending on whether the message is sent by regular mail, toll or toll-free telephone, facsimile, Internet, or Compuserve.

"We're trying to put into practice what we preach," DeChant said. "We're trying to give people any way possible to talk to us."