Why Trade Magazine Coverage Is Important for Companies
Getting coverage in trade magazines specific to your industry offers several important benefits:
- Targeted audience reach – Trade publications connect you directly with the people most relevant to your business: potential customers, partners, investors, and talent in your specific sector.
- Credibility building – Being featured in respected industry publications lends third-party validation to your company’s expertise and offerings, enhancing its credibility.
- Industry positioning – Regular coverage helps establish your company as a thought leader and authority in your specific market segment.
- Business development opportunities – Decision-makers in your industry read these publications, which may lead to partnerships, sales, and investment opportunities.
- SEO and content marketing benefits – Coverage creates backlinks to your website and provides content you can repurpose across marketing channels.
- Competitive differentiation – Being featured when competitors aren’t creates a perception advantage in the marketplace.
How to Get Coverage in Industry Trade Magazines
Writing and getting your material published by a trade magazine is a little different than writing for a consumer magazine or a newspaper. However, the same basic rules apply.
Industry magazine writers and editors are also extremely busy and receive many pitches every day. In order to stand out from the crowd, here are some steps to keep in mind.
- Know your industry and its magazine – If your story pitch is for a specific industry, familiarize yourself with their trade magazines. From farming to interior design to banking, there are a vast number of publications out there (The Progressive Farmer, Interior Design, and American Banker, to name just three.) Know which ones you want to submit to and do your research about what has already been written on your topic.
- Know the editors and writers – While you are reading through these magazines, keep informed about which department you should send your story. Research the editors and writers and have their contact information. Moreover know their editorial standards and style of writing, frame your story in this context.
- Attend Conventions and Trade Shows – It’s a safe bet that the editors and reporters who cover your industry will attend the same industry events that you do. The next time you set up your booth at a trade show, seek out the reporters who cover your industry. The next time you have industry news, you’ll already have a warm introduction before you even send your pitch.
- Product Pitch or Story Pitch – If you are in the industry and your company has a new product that you feel ought to be covered, write about it. Put it in the context of a story. Why did your company develop it? How will it change the industry? Who will need this product? These are all questions that you can answer while also getting word out about the new innovation.
Writing Your Trade Magazine Story Pitch
After you have done your research about the industry, its magazines, and their staff, now is the time to write a really great story pitch. Some things to keep in mind as you do this are:
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Write an Attention-Getting Headline –
Most editors and reporters have to sort through hundreds of emails so capture their attention from the get go with a precise, interesting headline. That means no jargon or fluff.
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Start With a Strong Lead –
After the great headline, next up is the lead paragraph. This is where the 5W content will go (who, what, when, where, and why.) If you are writing about a new product, put what it is, who designed it, and why they designed it at the beginning.
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Other Information –
Following the 5W content, write the rest of the story. For a new product, who will it benefit? Include a quote from a company executive or another industry professional about the importance of this product. Be sure to include the quoted person’s name and title in case the writer needs clarification.
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End with a Boilerplate and Contact Information –
Write a very short company description for the press release and include a way for the writer or editor to get in touch with you. Put in your name, title, company, email and phone number for any questions that may come up.
Once you have done your research and crafted a prime story pitch, remember to follow the rules for submission.
Rules for Submission to Industry Trade Magazines
Initial Contact Methods
Most trade publications have specific guidelines about how they accept submissions. You’ll typically need to choose one of these approaches:
- Direct Email: Many editors prefer initial contact via email with a clear, concise pitch.
- Online Submission Forms: Some publications use dedicated platforms where you submit your story idea through their website.
- Letter of Inquiry (LOI)/Story Pitch: This formal introduction explains who you are, demonstrates your familiarity with the magazine, outlines your credentials, and presents your ideas.
Following Publication-Specific Guidelines
Each trade magazine has its own submission rules that must be strictly followed. Ignoring these requirements can result in automatic rejection, as editors receive numerous perfectly formatted submissions daily. These rules might specify:
- Required supplementary materials (images, data, references)
- Formatting requirements (file types, spacing, headers)
- Submission windows or deadlines
- Exclusivity requirements
After Submission
Be prepared for a potentially long wait (12-16 weeks is not uncommon) and don’t be discouraged by rejection. Trade publication experts recommend: “Don’t give up if you don’t get many responses, or any at all, on your first try. Keep crafting unique stories, submitting your pitches to the publications you have targeted, and building relationships with ‘your’ reporters and editors.”
Have you had good luck getting in trade magazines? Tell us about it.
This article is written by Mickie Kennedy, founder of eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. Download How to Get Your Company Covered on Top Blogs here: https://www.ereleases.com/offer/blogs.html