I GET lots of trade magazines from my business sector approaching me to place adverts with the selling point being that the trade buyers will read them. Are they worth it?
I WAS always a big believer in trade magazines and in Superquinn I used to assign the magazines to key members of staff, rather than managers.
The reality was that the managers never got time to read them, but by giving them to key staff and tasking them with finding one thing that the business could implement, we got huge return from our investment with many great ideas coming from this source.
Technology and the landscape has changed and I am not sure how many trade buyers physically read trade magazines anymore. Most seem to have been replaced by ezines, and the time allocated to reading these is probably only minutes.
Busy trade buyers only want to see the headlines and dip in and out of one or two detailed articles. Certainly, the era of reading a magazine from cover to cover is long gone.
If you are targeting a trade buyer, a better investment of your money would be to pinpoint some of the better trade shows for your sector and plan a calendar of attending these during the year.
The other big advantage of a trade show is that you get to meet the buyer face to face and are not speculating whether they have engaged with your ad or not.