Magazines are a rewarding niche in the institutional market because they serve to educate and entertain their respective audiences. The glossy pictures and articles in these publications communicate news and industry information about these trade markets. All segments of the Business-to-institution (B2i) market are buyers—and readers—of magazines, they deserve careful consideration when planning your marketing campaign.

All institutions offer magazines in their waiting rooms or offices to use as a resource to patients, colleagues, and/or staff. The periodicals are perfect for those waiting for an appointment, researching a project for school, or simply trying to catch up on the latest news. The four institutional markets to target in your magazine marketing campaigns include education, healthcare, government, and religion.

In the education market, Schools and School Districts utilize magazines to serve the educational needs of their students and staff. These printed resources serve to inform on particular topics, as well as, changes and updates in the educational market. The key school decision makers are the Principal, School Secretary, Librarian, Bookstore Manager, and—depending on the offer—Classroom Teachers. At School Districts, consider targeting the Business Manager and Purchasing Director. Also, Libraries, Community Centers, and Child Care Centers are additional educational institutions that should be targeted for your magazine offers.

Another major target market for magazine promotions is healthcare. Hospitals are substantial purchasers of magazines to keep their patients-in-waiting educated and entertained during their wait, plus they use industry publications to train and inform their medical personnel on new treatments, procedures, and advancements in the industry that they need to know to perform their jobs at the highest level. Some key decision makers for magazine offers include the Business Office Director, Chief Administrator, and Purchasing Director. Furthermore, Nursing Homes and Community Health Centers are excellent target audiences for magazine marketing and should be included in your marketing campaigns.

The city and county government sector is another target market to consider. Government agencies are receptive to magazine offers because they use these periodicals for their staffs’ needs, as well as for reading material for citizens waiting for assistance. An important tip to remember is that most government offices have individual budgets for each department, so you need to include all departments in your target audience. The primary decision maker will vary in this segment, but typically the City Manager/County Manager is the main decision maker to target.

Finally, the church market is another segment to target for industry-related and business-to-business (B2B) publications. These religious organizations use magazines to keep staff up-to-date on religious materials and news, as well as to grow their religious establishments and serve their members and visitors. The Pastor and Secretary are the main decision makers in this market.

Start promoting your magazine offers to the above key decision makers and enjoy elevated response rates. Click below for a FREE quote today.