The business of selling to business

If business is not coming to you, then it might be time to go to business.That's just what the Toronto-area Etobicoke Guardian did when the recession and its residual effects hit the marketplace.When business-to-business advertising began to drop off, newspaper management...

If business is not coming to you, then it might be time to go to business.

That’s just what the Toronto-area Etobicoke Guardian did when the recession and its residual effects hit the marketplace.

When business-to-business advertising began to drop off, newspaper management had to think of innovative ways to keep up revenue.

It just so happened the new president of the Etobicoke Chamber of Commerce, Greg Warren, was also looking for ways to boost his organization’s profile in the community.

Discussions led to the idea of a monthly tabloid that would play a vital role for business, increase the chamber’s membership and provide its members with a monthly publication.

The publication would also bring in new advertisers to the Guardian – customers that normally would not advertise in the newspaper.

Published monthly

The Etobicoke Business Report, to be published the last week of each month, debuted in September.

Its primary target is business in Etobicoke. The secondary market is householders.

A recent readership study (June 1992) showed that 42% of Guardian readers are mopes (Managers, Owners, Professionals and Executives.)

And the same study supports the Guardian’s home distribution strategy that can deliver targetted publications to those addresses for which they are intended.

The Etobicoke Business Report is delivered to a selected market area of 15,000 homes in Etobicoke.

The Chamber of Commerce mails an overrun to its more than 500 members and distributes the publication at its business functions.

Home distribution of the publication will be rotated around the city, with each issue going to different areas – helping to increase the chamber’s profile.

Before each issue is published, promotional ads are run in the newspaper and are targetted to the area in which the publication will be distributed.

Advertisers in the first issue included a variety of businesses – everything from training firms to golf clubs to printing companies and restaurants.

Editorial content

Editorial content focusses on providing local businesses with information on current market trends, government policies, new product innovations and the promotion of Etobicoke business.

The Etobicoke Business Report is a product of harder economic times.

While business could no longer afford to pay higher advertising rates for the more expensive business publications, the need to advertise did not also disappear.

The Etobicoke Business Report was designed to help fill a void and continue to service the business market.

David Harvey is director of advertising at The Etobicoke Guardian, a community newspaper that publishes the Etobicoke Business Report.