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Most B2B companies produce a printed and/or online corporate newsletter or magazine primarily intended for circulating news about the company. And, while there are many advantages to going solely over to online editions, many B2B companies keep print editions in play to use, for example, as handouts at trade shows.
If you’re creating a new publication of this type, or you simply want to sharpen an existing newsletter to become more relevant and compelling to a target audience then, in our view, the No.1 question concerns the core topic/angle of the publication: What’s it about? Is this magazine about “how to market globally”—or about communications insights drawn from many markets that are relevant around the globe (with an ongoing section devoted to global marketing)? If you haven’t defined this carefully, everything will be much more difficult to work with going forward.
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