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Why Advertise in Trade Magazines?
By: Dwayne W. Waite Jr.
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Though print is having a tough time in the consumer market, magazine circulation and readership are still at a decent pace in the commercial market. From schools to offices, from conventions to trade shows, we see plenty of magazines, brochures, and publications being handed out to the sea of business professionals.

That’s why advertising in these magazines is crucial — especially for agencies.

When we look at marketing magazines like AdAge, we see ads from many different agencies and marquee advertisers. Why don’t we see more in business publications?

For example, because of our involvement in the sports scene,  we regularly receive the Sports Events Magazine, where cities and their travel and tourism boards battle for business from sport and tournament directors. In the past six months in that publication, we didn’t see a single ad from a sport marketing or advertising agency.

But aren’t the people receiving the magazine the people who want to hire those businesses? The absence is peculiar.

This problem is nothing new. Agencies and marketers have a terrible time promoting themselves. That’s how “agency search consultants” partially filled the gap for connecting brands and agencies.

The more agencies can branch out and use more trade publications, the less of a need there will be for “search consultants.”

Wouldn’t that be awesome?

Another reason to advertise is to be visible. If businesses see that your agency placed an ad in a trade publication, they will assume that you’re doing pretty well. If you’re doing well, that means that you must know what you’re doing. So if that brand has unanswered marketing questions, guess who they might look up?

We know you know this. We know you say this same advice to your clients. It’s time to take your own advice.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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