Although the internet dramatically changed the publishing industry, the dust has settled and many magazines, journals and other news sources have reinvented themselves to compete in a digital economy. While it’s true that the number of print magazines has declined, B2B publications have evolved into multi-platform brands that service their audiences in new ways. By offering new platforms including webinars to tradeshows to research databases, savvy and forward-thinking publications have survived and thrived in the face of rapidly changing technology.
Category: Benefits of trade press
Using Editorial Coverage to Build Your Brand
The premise of all business is to provide a product or service that people need or want. However, simply creating a quality solution to meet a need or want does not automatically spell success—or sales—for your company. One challenge companies face is that people often don’t know they need your products or services. Or if they do, they don’t know why they should buy your products or services over the competition’s.
Is the Magazine Publishing Industry Dead?
Many experts think so. Certainly, the Internet has changed the landscape of traditional magazine publishing. While consumer or popular magazines are not feeling the pinch as much as B2B trade magazines, the writing is on the wall. Many well-known magazines have ceased to produce their print editions, and others have folded completely. There are three
Trade Publications: Great Opportunities to Demonstrate Thought Leadership
While traditional publishing has changed dramatically over the years, trade magazines (digital and print) are still a powerful medium for companies that want to demonstrate thought leadership and create a competitive edge in the marketplace.
The Real Truth about Advertising and Articles
Pick up any magazine, and browse through the ads. What do you see? Catchy slogans, free-trial or limited-time offers and wild claims. In other words, companies make use of that medium to actively promote their products or services and try to persuade readers to buy them. But sometimes this backfires. At best, readers might overlook
Trade Publications
A trade publication…what’s that? As opposed to a general interest magazine or research journal, a trade publication targets a specific industry or profession. For example, Forbes is a general-interest business magazine, the Journal of Business Research is a peer-reviewed research publication, and Manufacturing Today is a trade publication geared toward the latest trends in manufacturing.
Why a trade publication?
iPads. Smartphones. Android tablets. Websites, blogs, Twitter, Facebook, YouTube, e-mails, RSS feeds, laptops, desktops, notebooks, ultrabooks, even TV and radio. With so many ways to get information that don’t involve paper, why would anyone in their right mind choose a trade magazine to get the word out about their products or services? I could quote
Is your marketing over the top?
Imagine this scene: a peaceful, relaxing beach. A good book and the gentle splash of breaking waves. Seabirds skimming the water looking for fish. A large boat sailing down the beach with giant, flashing neon signs advertising dinner and drink specials at tacky beach restaurants. Did that last piece in our Bob Ross painting strike
Cut through the Media Noise with Editorial Coverage
Attention business owners, marketing professionals, and sales executives. Adblock is not your friend. Neither are Google ads. Facebook? Only if you don’t mind competing with “If you were a reptile, what reptile would you be?” and pictures of Bob’s trip to the beach Twitter? Radio? TV? Direct mail? Cold calls? Face it—it’s hard to get
B2B Companies: Are you an unknown?
“There are known knowns; there are things we know we know. We also know there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns — the ones we don’t know we don’t know.” -Former United States Secretary of Defense Donald Rumsfeld
Determining ROI for media coverage
How does one measure the ROI of a media or public relations initiative? Finding a solid answer to this question is not as easy as you’d think. Most of what you’ll find will either justify editorial coverage as “priceless” or claim that it has value that can’t be measured in the same way as the
New Year’s Resolutions
It’s a holiday cliche—as we head back to our routines after a hiatus, we all make promises to ourselves for the New Year: stop smoking, lose weight, eat less, exercise more, and so on. The gyms are packed, the last cigarettes crushed out, and for a few days at least, we stick to our brown
Finding the Right Media Outlets
I’ve blogged before about press releases and how important it is to find not only the right contacts within various media outlets, but also the right media for your message. It’s not uncommon for business owners, managers and even public relations professionals to have unrealistic perceptions about the media. (Media, by the way, is plural
