Civil engineers also are a good audience for credit card marketers. MBNA offers an affinity card with the American Society of Civil Engineers, and Dinino notes that a credit marketer has recently rented names from the McGraw-Hill Civil Engineer Book Buyers file.
Aside from purchasing products and services, civil engineers are influencers. "Product manufacturers completely understand that engineers don't buy; they specify," says Clotworthy. He explains that because civil engineers design and inspect a job site, they have a heavy influence on a construction project. Indeed, according to Civil Engineering News' June 2000 Business Publishers Association Statement, 80 percent of its readers have the authority to buy, specify and approve products.
Even more important, Clotworthy adds: "Civil engineers identify the products they prefer by brand name."