Use It or Lose It

Publish date 04/07/2011 Felicity

For some independent (and not so independent) business to business publishers, the recession has presented them with something of an Olympian challenge.

High quality, objective and free editorial is what every business journalist aspires to. Readers know and value the editorial and understand that material is included on merit.

However the recession has started to undermine this fundamental, with some business to business, especially trade magazines, linking advertising and editorial. The smart ones are doing this by being open and honest with their readers, upholding their editorial standards and seeking to work with key businesses on a partnership basis. They are also finding non-traditional ways to work with those businesses as the value of straight advertising also comes under pressure. The not-so-smart-ones are still plugging away at out-dated concepts such as ‘colour separations’ (most PR’s are too young to know what this outdated terminology refers to!), ‘editorial charges’ and flogging advertising alongside features – itself a questionable practice.

We have to accept that the reality is that unless these titles are supported tactically by those businesses that value the editorial, some titles will inevitably go to the wall.

If your trade or regional business magazine is important to you and your customers, then use it or loose it. PR’s must appreciate this when they pitch to clients, selling the benefits of these partnerships and understanding that they don’t threaten editorial independence but preserve it.

Publishers too need to rise to the challenge to be creative, finding ways of adding value to their proposition. By working together we can find innovative ways to communicate client messages. Your strategic communications plan should include some tactical advertising in those titles that are important and your PR team should be able to work with these publishers to come up with ideas that will give your business competitive edge.

It’s not a ‘back-down’ by either ‘side’ – it’s a practical approach to ensure the survival of the fittest.