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On Working With Competitors


Linda Zebian By
01/24/2007 -03:00 AM






Talk to any smart magazine marketer, and they will tell you that working with competitors is one of their top marketing methods. They trade subscriber lists with competitive magazines and even buy booths at competitor’s industry events. Most magazine marketers understand the value of working with the other industry powerhouses, whether they have a directly competitive magazine or not. Being a part of an industry means having relationships with all associations, organizations and vendors, and if you are confident enough about your product, you won’t feel threatened by a little healthy competition.

According to the latest installment of Folio: Publishing Technology, Reed Business Information has launched a new vertical b-to-b search portal. Though the portal, called Zibb.com, was originally designed to drive traffic to Reed’s Web properties, it has become an open platform for all publishers, including direct competitors, to participate in for free.

Publishers who continue to operate without working with competitors need a reality check. Reed has it right. With the loads of free information available on the Internet, especially in the b-to-b space, it’s all about getting the information to readers in the most efficient way possible, and the way to do that, is through a solid search function online.





Linda Zebian By --

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