We who write and publish articles, columns, news pages, and so forth, here at Paperitalo Publications have a lot of fun creating what you read and hear.  With the fun, we believe we are providing a valuable news and information service to the industry.  But we are always aware that our efforts on the news side are undergirded by what our advertising colleagues do on the commercial side.

What our business side colleagues do, essentially, is help to link companies together through business-to-business (B2B) marketing and advertising.  Investopedia defines B2B as "a type of transaction that exists between businesses....  Business to business stands in contrast to consumer (B2C) and business to government (B2G) transactions."

These contrasts are of the utmost importance.  The advertiser seeking to sell a product to consumers (B2C) often must presume that they know little or nothing about the product or service being advertised.  B2G communications often must make the same presumption, but sometimes may mean no more than that you are simply entering a bidding process.

B2B advertisers seeking to market in the pulp and paper industry must cast aside these presumptions.  Those to whom he is seeking to market a product or service could possibly know as much about the product or service as the one who is offering it.  And possibly much less.  At any rate, the B2B advertiser must respect the audience as being knowledgeable and professional in the pulp and paper field.  This does not mean that there is nothing you can teach them.  They got where they are by being open to and learning new technical and operational information.

For example, your audience may have many years of experience with widgets.  But you must teach them about the new and unique self-lubricating feature you have introduced for widgets.

The Internet is the near-perfect place for intelligent B2B marketing.  The Paperitalo Internet audience comprises many thousands of pulp and paper professionals who are actively, daily, seeking the kind of information you want to impart.  Our audience is a global arena of pulp and paper practitioners, the largest you will ever find.  For more information on B2B targeted marketing to your prime prospects, contact Helen Roush at 937-403-8602.

Chuck Swann is Senior Editor of Paperitalo Publications.