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From a series of more than 70 depth interviews with constituencies inside and outside the specialty advertising industry, a profile of perceptions concerning the industry has emerged. Specialty distributors, suppliers, and users as well as media representatives, ad agency personnel, and advertising educators contributed valuable insights into specialty advertising's strengths and weaknesses. This article summarizes the prevailing perceptions concerning the industry and discusses ways in which businesses that use specialty advertising could sort through these perceptions and make effective use of this business‐to‐business form of promotion.