In the world of publishing, scholarly articles serve as a crucial means of establishing and advancing expertise within a specific field. They help individuals and businesses increase visibility, credibility and name recognition in their marketplaces. They position authors as experts and thought leaders and can appear in trade publications, peer-reviewed journals or other media platforms.
All marketers know that an article in WBJ or a spot-on national news can have a huge impact on enhancing a company’s credibility, visibility and name recognition. The problem is that this type of media coverage is tough to get. Brands can spend valuable resources pursuing opportunities that never come to fruition.
While coverage in top-tier media may reach more people, trade magazines remain a relevant and powerful medium for companies who want to establish their thought leadership and gain a competitive edge in their industries. Trade magazines feature practical, informal, and action-oriented content for and from practitioners in the field. This specialized, technical focus makes the channel a perfect fit for B2B organizations looking to reach their target audiences.
When it comes to appealing to the interests of your target markets, content creation is only half the battle. The rest of the story is getting your content in front of your audiences at the right time, using the right media outlets or channels. That’s easier said than done. Many authors simply don’t know the myriad outlets that exist, or which ones are the best for their content.
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.
What company in business today doesn’t want to be quoted or published in the Wall Street Journal, Fortune, Huffington Post, Forbes, Inc., Harvard Business Review, Fast Company or other nationally recognized media? Not many. But it’s a goal that is difficult to achieve…unless you do your homework first. Here are some tips to get published in mainstream media.
At Trade Press Services, we generate editorial opportunities for clients to be published in print and online publications. In the process, we are seeing some interesting trends and lots of changes. First, there are a lot of publications and websites out there—tens, if not hundreds of thousands of print publications alone, and more than 600
A huge experiment in transitioning from print to digital media is underway with the spinoff of Time Magazine from its parent company, Time Warner. The outlook couldn’t be worse for Time, Inc., which starts its journey with $1.3 billion in debt, falling revenues and profits, and rising staff cuts. Time, Inc. owns dozens of magazines,
…magazine readers’ habits have changed. It’s been a while since we looked at the future of magazine publishing. In a recent article in Toronto’s The Globe and Mail newspaper, contributor Navneet Alang writes a critique of a new app called Next Issue Canada (available as simply Next Issue in the US) that promises to deliver
If you’re going to do it, do it right. No business wants to produce a terrible newsletter. Unfortunately, there are many of them out there. So if your marketing plans call for creating a newsletter this year, follow these tips and best practice suggestions. 1) Make the newsletter attractive. Use borders, backgrounds, appealing colors and
Media commentators speak out of both sides of their mouths these days. They say print is dying (which is true), while remarking on how well the print industry is doing (which is also true). Both statements are partially true, anyway, and the real truth depends on which demographics and what kinds of media one is
Business to business publication editors are busy people, so it’s imperative that when internal or external public relations professionals pitch a story idea to them, they avoid certain mistakes while following some key best practices. Here are three sure ways to lose an editor’s interest right away: 1. Contact them on deadline. It’s a little
In my last blog post I examined the new ad campaign that was unveiled this spring, Magazines: the Power of Print, a $90 million effort by five major magazine publishers to counter the notion that the Internet is killing traditional print magazines. The blogosphere reaction has been, as you might imagine, negative. Generally, reaction falls
Five major magazine publishers launched an advertising campaign in April they say is designed to fight back against the notion that the magazine medium is on its death bed. According to a press release from the leadership of Condé Nast, Hearst Magazines, Meredith Corporation, Time Inc. and Wenner Media, the ads will feature: headlines such
In his “From the Editor” column in the April 2010 issue of Popular Science, Mark Jannot tackles the subject of how well print media translates to the new digital formats like the iPad and the deeper issue of just what makes a magazine. After all, in today’s always-wired world of instant updates and interactive social
I’ve blogged on Trade Secrets about finding the right media outlets for your company’s press releases. It’s no secret that the trade press offers tremendous value by allowing you to precisely target your message to an audience and establish yourself as a subject matter expert and thought leader. Odds are, there are multiple publications to
