由于预算紧缩和竞争压力的加剧,广告主需要对他们的广告的影响加以量化。他们最迫切需要的是完整的读者数据。尽管许多行业杂志也进行读者调查,但它们对自己的读者没有进行很好的研究,它们的销售人员在向广告主推销版面的时候拿不出足够的读者数据和事实。行业杂志的另一个问题是对举办的展会和活动缺乏数据审 Due to budget crunch and increased competitive pressures, advertisers need to quantify the impact of their ads. What they most urgently need is complete reader data. Although many industry journals also conduct reader surveys, they do not do a good job of researching their own readers, and their salespeople do not have enough readership data and facts to market advertisers. Another issue with industry journals is the lack of data on the events and events held