identifying target markets for net-based trade publication

vogel@interport.net ((vogel@interport.net))
Wed, 7 Feb 1996 09:54:57 -0800


Our company is developing a high-priced newsletter aimed at financial
executives (investment and commercial bankers, money managers, etc.) who are
highly involved in their firm's Internet presence. We believe that interest
in our publication may cut across various deparments within financial
institutions such as legal, MIS, corporate communications, marketing, new
product development, etc.

At Citibank, for example, it is possible that every one of these departments
gets involved while at Chase Manhatttan, it just might be the MIS and
marketing departments.

I intend to market this publication via the Net but also via traditional
direct mail.
Given that it's very difficult to determine which departments (and
individuals) are getting involved at which firms, how do I go about
conducting a targeted, print direct mail campaign? In essence, how do I
pinpoint the specific individuals involved when it's not clear which job
functions and departments are involved in the process.

Barbara Vogel
Vice President and Development Publisher
Institutional Investor, Inc.
Newsletter Division
(212) 224-3540

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