It’s the beginning of planning season, a time when clients ask us to take a look at their media budgets and schedules and offer up new ideas.  “I want something outside of the box” is the cliché we often hear.  This something different, new, exciting applies not just to the creative execution, but to the delivery of the message.

In the B2B world, traditional trade magazine advertising is still the backbone of a solid plan, and arguably quite important.  But, for the most part, trade publications are way ahead of advertisers, and are offering more and more ways to connect a message with their readers - especially online.  Magazine websites have come a long way from simply a digital copy of their print edition.  Many now offer breaking news and RSS feeds, educational webcasts, e-newsletters, white papers, keyword sponsorships, video clips, interactive games, and unlimited possibilities in rich media executions.  Some examples can be found at (http://www.achrnews.com) (http://www.lightreading.com).  While these online opportunities are vast, there is still plenty of room for more.  So when it comes to 2007 media planning, thinking outside the box, could mean inventing a new way to connect the message.