Sell Products and Services - use your advertising to
sell the features and benefits of your products and
services, or you miss the strongest characteristic of
advertising, the ability to influence a buyer.
Builds Identity - without an individual identity for your
products and services, its easy for buyers to order
from the competition. Identity builds sales, keeps
your customers up-to-date on your products and
gives your sales force a better chance.
Helps Sales Force - advertising tells your
product/service story again and again, helping your
sales force deliver your message. Advertising will
help you sell more of your products and service.
Targets Decision-Makers - advertising helps you
reach people with the authority to buy your products
and services, including hidden buying influences you
may not always see, but who see your advertising.
How can you hope to speak with all of these people
to tell them your story? With advertising, that's how.
Builds Brand Loyalty - advertising compels buyers
toward your products and services. The company
seeking to reach today's mining executive is in an
extraordinary position: not only does it offer products,
it offers unique products.
Provides Continuity - things change; people change.
Advertising helps you bridge changes by keeping
your product recognition high and your message
intact. A consistent message is what sells products
Reaches Busy Buyers - buyers don't always have time
to see you when you want to see them. Advertising
puts your message in front of them more often, giving
that message more opportunity to be seen. Print
advertising is a way to "talk" to people when they
don't have the time to speak with you.
Coal News is circulated to all coal mines, to mine
managers, maintenance staff, purchasing agents,
corporate officers, and key decision-makers in the
industry. The circulation includes equipment manufacturers, mining consultants, government employees,
students and faculty of mining colleges, mining
associations, and mining institutes, as well as others
providing products and services to the coal mining
Coal News is mailed to major companies in the
rail and utility industry as well as to Canada and
Mexico. There is also a bonus circulation of hundreds
of copies to visitors at meetings, seminars, and trade
shows associated with the coal industry. Coal News
has a circulation of 15,700.