Irish Independent - Business Week - - FRONT PAGE -

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.

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