Credit Crisis May Be Good and Bad for B2B Journalists

Photo: Tonie AuerBy Tonie Auer
DFW Chapter President/National Blog Chairwoman

While just about everyone is biting their nails and waiting to see what shenanigans Wall Street and the Fed may get into, one of the side effects is the rising interest in business news.

For most of us B2B writers and editors, this isn't that significant. But, it could be. One thing you might want to consider is positioning yourself -as the editor of your trade pub - as an expert in various fields. Perhaps shoot an email or make a phone call to the local newspaper or TV station or even the local office of CNN or Wall Street Journal. Let them know that you're available for commentary on mergers, construction, supply chain, whatever it is that your magazine specializes in. For one, it increases your importance at your company. Not only are you providing your skills and talents as an editor, but now you're marketing your publication, too. Additionally, you are elevating your status within your organization.

Make yourself invaluable. I know time is precious and this is one more thing on the to-do list. But, it really won't take up that much time. Sit at the computer and do a web search for the contacts while you eat a sandwich for lunch. If you do this for a week, by Friday, I'm confident that you will have marketed yourself to at least five to 10 different organizations.

Do it for yourself and do it for your publication.

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Hi Tonie:

Great idea. Publicizing ourselves is something we often don't do enough.

In my editorial director days, I had a staff member prepare a monthly newsletter summarizing several authoritative articles my company's magazines (we had 20) had published during the previous.
No matter what the field, the articles mentioned in the newsletter had to express a clear consumer slant. Our mailing list consisted of business editors of top dailies as well as top editors of newsstand magazines focusing on business. We were not overwhelmed with inquiries but we did get some nice coverage occasionally.

You don't have to have lots of magazines to justify the effort. A single magazine can be promoted in much the same way. All you need is time (hah!).


Howard Rauch
Editorial Solutions, Inc.
# posted by Anonymous Anonymous : October 20, 2008 at 1:47 PM
Coincidentally, the blog WordCount posted this a few days ago:

10 great places writers can find story ideas

Item seven on her list is: trade publications.
# posted by Blogger Martha Spizziri : October 20, 2008 at 6:57 PM
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