BUAD 231 - Principles of Marketing: Trade

Trade Publications ( or sometimes referred to as Trade Magazines ) are publications intended for people working in a specific industry.

There are trade publications for nearly every business type, industry segment or not-for-profit that you could imagine.

Trade publications typically have many of the following characteristics:

1. The publication title is good indicator of the intended audience.
2. Articles tend to be shorter (rarely more than 4 pages) and written by someone with extensive industry knowledge.
3. Advertising is abundant and frequently from suppliers, vendors or professional firms (law, finance, etc.) serving the industry.
4. The use of color in articles (graphs, charts, industry stats, etc.) and advertising is nearly standard.
5. Most have a magazine like glossy look and feel to them (or conversely some may have a "specialty newspaper" feel to them).
6. Receipt of the publication can be limited to businesses, employees, or people doing business in the industry such as contractors or professional consultants to the industry.  Receiving the publication as the result of an invitation is not uncommon.
7. Issues are published rather frquently (monthly or weekly).

Examples of Trade Publications:

Caterer & Hotelkeeper

   A weekly publication intended for the catering and hotel & restaurant industry in the United Kingdom. 

Fuel Oil News

   Covering all aspects of the fuel-oil industry, including technical articles, news, and directory of suppliers to the industry and relevant associations.

Game Developer

   Monthly publication for programmers, software developers and marketers covering critical aspects of game development.

Railway Age

   A monthly publication intended for managers, executives and engineers on large, regional and short line railroads in North America.  Also covers some light rail and transit news.

WWD : Women's Wear Daily

  Covering the business, fashion trends, retailing developments and ready-to-wear news for retailers and manufacturers of women's apparel, accessories, fibers and textiles (inclusive of shoes).