| When developing a publicity campaign for their | | | | Obtain a copy of the publication's editorial calendar, |
| businessmany owners overlook the importance of | | | | ifpossible, to see if your idea fits into a specific theme |
| trade magazinesand journals as vehicles for reaching | | | | orissue. Tis background knowledge will better your |
| new customers. Whilemass media publications have | | | | chancesof publication. |
| widespread readership, thetargeted nature of trade | | | | 3. Contact the editor - Discuss with he editor the article |
| publications make the informationthat appears within | | | | ideayou that you that are interested in writing. This will |
| them even more powerful. | | | | avoid anymisconceptions and duplication of effort. For |
| Unlike general interest publications, readers of | | | | example, youwould not want to begin writing an article |
| trademagazines and journals already have an | | | | on spill controlproducts if an article on that same |
| establishedinteresting a specific subject. for example, it | | | | subject appeared in thelast issue. In addition, this give |
| is safe toassume that readers of American Printer are | | | | the editor a chance toprovide his/her input into the |
| generallypeople who work in or have an interest in that | | | | development of the article. |
| subject. | | | | Editor feedback can be very valuable, both from a |
| Writing a how-to-article that appears in a trade | | | | contentand final publication point of view. |
| publicationestablishes your business as an "expert" in | | | | 4. Write concisely - The key to writing for publications |
| that specificarea. Think about it - reading an article | | | | ismaking the material as easy to read possible. do not |
| written by yourcompany in trade magazines provides | | | | usejargon; be clear in your writing. Short sentences are |
| a different level ofexposure and a new image of your | | | | the rule. |
| business to potentialcustomers. | | | | No matter how important the topic, if the article is long |
| Here are a six guidelines for writing material for | | | | anddifficult to understand, it will not be published. |
| trademagazines: | | | | 5. Provide illustrations - Investigate the publication your |
| 1. Familiarize yourself with trade magazines in your | | | | arewriting for to see if they use photos, illustration or |
| industry | | | | graphicswith the articles. Innovative, clear graphics can |
| - Trade magazines usually publish industry news, | | | | help sell anarticle and better your chance of being |
| casestudies and educational articles. New is primarily | | | | published. |
| written bythe editors. Case studies and educational | | | | 6. Ask an expert to review the article - Often having |
| articles areavailable for contributing authors. case | | | | anotherperson read your work can provide a fresh |
| studies describehow a service solved a particular | | | | perspective ofwhat your article is actually saying. Have |
| problem. Educationalarticles teach the reader how to | | | | a colleague reviewthe final manuscript for accuracy. If |
| do a particular job or activity. | | | | possible, have aproof-reader review the article for any |
| These two types can be great in establishing | | | | inconsistencies priorto submission to an editor. |
| additionalcredibility among potential customers, | | | | Trade magazine publicity and media relations can be |
| portraying the authoras an "expert" in that area. | | | | animportant part of an overall public relations and |
| 2. Know your targeted publication - Read a few issues | | | | marketingprogram. The development of a consistent |
| or thepublication that your are targeting. Review the | | | | public relationsprogram can result in the creation of a |
| contents tomake sure that magazine publishes the | | | | positive reaction to acompany's product or service |
| type of article youhave in mind. Review the | | | | from its target audience. This,in turn, helps a company |
| publication's headings to get asense of what specific | | | | achieve another goal - increasedbottom line dollars. |
| subjects are covered in each issue. | | | | |