Description : The last decade of the twentieth century witnessed radical changes in the Indian business scenario. With liberalization of the economy foreign companies entered the domestic market with products and services that met global standards. New competition squeezed both sales volumes and profit margins of Indian companies, compelling them to invent new ways to survive in the new environment. Cost management at all levels of the value chain became the mantra for these companies. The purchase decision-makers are now constantly on the lookout for sources of competitive intelligence and information on industry best practices, latest market trends and contacts of vendors who can help them add value to their end-product Industrial marketing professionals have realized that building a brand image and making their presence felt at the right media would give them sustainable competitive advantage and hence are looking for new avenues for advertising their products and services. The advertiser is on the lookout for a media vehicle that can give maximum buck for their advertising spend.