I agree that trade publications may not be an effective tool for reaching business people, but would also caution those seeking business owners that the mass media may be a poor means of reaching your best clients and prospects.

If your message is primarily b2b, then a newspaper readership composed of less than 10% business people vs. 90% individual consumers may not produce a good return on inverstment for your limited advertising/marketing dollars.

Target your advertising message through the local Chamber of Commerce, various business networking groups, and anywhere you are likely to have a higher percentage of business owners, managers, and key employees.

And consider distributing promotional items with your company name, logo, and contact info or message to your better clients and top prospects.

Dennis