It's one of those aspects of being a senior PR pro that has a Groundhog Day-like quality: The company releases a new product (or the latest enhancement for an existing one)
that, while beneficial for customers/clients, hardly merits a mention in any of the A-list media vehicles.
Nevertheless, the CEO nonchalantly says to the PR team, "Call the Journal or BusinessWeek to see if they'll pick it up." It's a delicate task to convince the
boss this may not be the best route to take. There are a slew of unheralded yet heavily circulated titles that cater to business crowds (see charts). TopSafety, for
example, has a 1.2 million circ while Realtor's circulation is just shy of the million-mark. Neither title qualifies as sexy but each engages in topics tied eternally to
the global economy: security (both in the office and in the home), and real-estate sales and marketing. MyBusiness (553,000-plus circulation), meanwhile, is a solid vehicle
for targeting the small business sector that, despite the mainstream media's obsession with gigantism, makes the markets hum.
| Top Business Trade Magazines | |||
|---|---|---|---|
| Title | Location | Circulation | Magazine Profile |
| TopSafety | Birmingham, AL | 1,200,000 | Written for management and employees of organizations and other readers, focusing on creating safer environments in the workplace and at home. Features step-by step prevention procedures and techniques, valuable prevention tips from safety experts, easy-to-follow how-to's for coping with accidents and emergencies, simple safety rules and trends. |
| Realtor Magazine | Chicago, IL | 944,765 | Established in 1968 for members of the National Association of Realtors. Editorial content features news on current developments in sales, marketing, financing, and the economy, as well as business tips and trend reports. Includes regular coverage of the law, ethics, selling, technology, real estate-related legislation, and commercial and investment real estate topics. |
| Priority | Washington, DC | 720,000 | Targets small business customers with practical advice, resources and insights to help them achieve business success and personal satisfaction. Presents professional-to-professional insight, which enhances the customer relationships through helpful content that makes it easy to implement recommendations. Offers content rich articles that help businesses manage their business, their customers and their time. |
| MyBusiness | Nashville, TN | 553,271 | Established in 1990 and published for members of the National Federation of Independent Business. Articles celebrate the men and women who are leading the creation of the new small business economy. Features explore the methods and the minds behind the trends, and examine the talent and technologies that are opening up new opportunities for small business and provide the knowledge, tools and resources to help small-business owners succeed. |
| Source: Bacon's Information Inc. | |||