DECISION POINTS 2006 — FORBES TO TELL ALL

Forbes magazine salespeople don’t call on accounts just trying to sell ad pages anymore; they serve as consultants discussing all of the platforms that can be used to fulfill customers’ needs.

“We talk about how we are different from ‘Brand X,’ ” Forbes adds. The same is true for printers—clients are looking for consultants to improve their business objectives and bottom-line results. Customers of printers and publishers are looking for results and are closely watching their marketing budgets.