One enticing challenge for business media companies is selling nonen-demic advertisers. After all, pharmacists, truckers, accountants and network specialists also buy office supplies, use financial services, select cell phone networks and ship packages. But in spite of that, b-to-b publishers usually don't benefit from this kind of business because advertisers have plenty of options among general business media that allow them to reach these audiences efficiently. Plus, b-to-b media companies won't take valuable salespeople off tried-and-true accounts to hunt for business they believe they have little chance of getting.
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