Crossing the Border…

This industry was created by publishers looking to save money and grow circulation. More specifically, the industry was created by publishers seeking to grow circulation overseas. So how do you that? This article from Circulation Management offers several thoughts:

For the preponderance of B2Bs that are completely or heavily advertising-driven, the core question is, of course, whether the advertising base wants to reach qualified readers in countries outside the U.S. Whereas decades ago, the answer to that question was not infrequently “no” or “not really,” global economics, including the massive buying power represented by emerging Asian nations, have obviously made international markets extremely attractive or critical to marketers of most types of business products and services.