Has Social Marketing made manufacturing magazines obsolete?
As a Marketer in the Manufacturing Industry, if you haven’t already, you need to start to step up your game and incorporate Digital Marketing tactics in to your advertising & marketing strategy?
Trade magazines have been the mainstay for marketing manufacturers for generations. Over the past few years, magazines have been struggling to maintain readership as well as advertisers. For the most part, due to online product & news searches.
Part of me is sad to see some of these publications go by the way side… I have dealt with a lot of them. However, times do change and this online movement has been gradually impacting trade rags for years. But it seemed as if the publishers were always in denial. When I would discuss online marketing with the publishers or reps, they would just laugh and say that it was all hype. Well, it appears that it wasn’t ALL hype.
Reed Elsevier recently announced that they were to close 23 titles… controlled-circulation publications it has so far been unable to sell.
The large publishing company sold off a number of publications since last year, including Broadcasting & Cable, Electronic Design News, Library Journal, Interior Design and Publishers Weekly. They said these publications represent about two-thirds of the revenue of the portfolio it planned to divest.
The closing publications “may still be sold, but you might have to put ‘sold’ in quotation marks because, when you announce a publication is closing, its value plummets,” said Reed Phillips, managing partner of DeSilva & Phillips.
The publications have been powerful and revered b-to-b media brands:
- Construction Equipment
- Graphic Arts Monthly
- Modern Materials Handling
- Plant Engineering
- Professional Builder
- Purchasing
- Restaurants & Institutions
- Tradeshow Week
- Building Design+Construction
- Chain Leader
- Construction Bulletin
- Consulting-Specifying Engineer
- Control Engineering
- Converting
- Foodservice Equipment & Supplies
- Graphic Arts Blue Book
- HOTELS
- Logistics Management
- Material Handling Product News
- Professional Remodeler
- Semiconductor International
- Spec Check and Supply Chain Management Review
It’s time to start your Digital Marketing strategy…
Are you ready for the next step?
