Technology and communications is a broad category that includes a wide variety of products. In addition to infrastructure components like servers, desktops and storage, it includes operating systems, middleware and applications as well as networking and telecom equipment. The industry extends beyond the corporate world to the home, incorporating as it does home theatre systems, PDAs, cameras and other consumer electronics products.



Selling strategies for technology and communications industries can be loosely divided into business-to-business, or B2B, and business-to-consumer, B2C. B2B companies may sell to large enterprises, small and midsized businesses (SMBs), or both. Similarly, B2C companies might offer high-ticket items like flat-screen TVs or more affordably priced products like MP3 players.

The Globe has a proven track record of helping B2B companies succeed. Research shows that Globe and Mail properties reach individuals who are instrumental in making key technology and communications buying decisions--not just those who work in IT, but anyone who has a say in what tech solutions a company will adopt.

Just as executives who read the Globe are more likely to influence corporate spending than do readers of other papers, Globe readers are also enthusiastic consumers of the hottest personal devices, gadgets and tech toys. From PDAs to PCs, speakers to cell phones, digital cameras to digital home theatres: if a product makes life simpler--or just makes it more fun--our readers want to know about it. And they don't just keep their finds to themselves: Globe readers heavily influence the desires and buying patterns of friends, neighbours and colleagues.

With so many of our readers interested in technology and communications, it's only natural for us to feature dedicated technology content among our offerings. In fact, of all the major business media in Canada, The Globe is the only publication that's published tech-related editorial every week since 1999, woven throughout our Report on Business section. Because of this legacy, we've earned substantial credibility with our readers, who trust Globe writers to clarify and give context to tech news, and to explain how new developments will affect their homes, their workplaces and their futures.



What's more, our tech expertise isn't limited to the editorial department. Globe sales and marketing professionals have an equally long history of helping leading names like IBM, Bell, Microsoft, Cisco, Rogers, Telus, Dell and HP achieve their objectives. This experience allows our teams to respond quickly and creatively to new challenges that companies like these face in an ever-changing and hotly competitive environment. It also means that Globe representatives can apply the lessons they've learned by working with industry heavyweights to help smaller companies get bigger faster.

The Globe provides technology and communications companies with broad portfolio of properties with which to deliver their messages. In fact, the variety of platforms we offer is one of the many ways we distinguish ourselves from our competitors.

Technology and communications companies of all shapes and sizes use our paper to successfully launch and promote products. They choose Globe magazines, with their longer shelf lives, to build and sustain their brands. And, when they need to reach an on-line audience for direct response, branding or other promotional reasons, the Globe lets advertisers choose from several highly targeted hubs with well-defined readerships.

In this section, you'll learn more about how Globe properties can be used--individually, or mixed and matched--to meet the objectives of any tech or communications campaign. Still have questions? Your sales representative can help you develop highly effective creative and placement strategies that deliver real value for your advertising dollar.