Latest Jobs:
Advertising in the Business to Business (B2B) or Trade Press
There are hundreds of Business to Business (B2B), trade, and professional magazines available to readers. Companies who sell their products or services to other businesses within a certain industry use B2B magazines to reach a targeted audience. Advertisements in the trade press can be a powerful way of gaining sales and product enquiries whilst gaining brand recognition.
Published either weekly, fortnightly, monthly, quarterly or annually, B2B magazines often contain latest news and product information, industry developments and market analysis. Readers usually have to fill out a subscription form to receive the magazine and either pay for the subscription or receive it free of charge. From an advertisers point of view this means that the audience is more targeted than advertising in local or national press.
Advertising space is either sold by:
Display advertising - Is a brand, product or service advertisement that appears in various sizes and positions throughout the front sections of a B2B magazine. Usually appear within editorial pages.
Recruitment advertising – As the readers are usually industry specific, advertising in the trade press helps attract candidates with the right skills and background. Adverts are usually sold in the following sizes, 1/8 page, ¼ page, ½ page, or full page and there are extra costs to add colour.
Classified advertising - Is the section dedicated to promoting products or services to the industry. More cost effective than display advertising but advertisments are usually found towards the back of the magazine.
Sponsorship/Features – Features are laid out like editorial pages but promote either one or more advertisers.
Insert advertising - Loose inserts are supplied by the advertiser to the magazine publisher for them to insert into the magazine.
Media guides such as BRAD list details of trade and B2B magazines and journals.