Advertising: the basics

Advertising in the trade and technical press

There are many trade, technical and professional magazines read by customers, suppliers and businesses in your sector.

If your business sells to other businesses, advertisements in these publications can be a powerful way of gaining sales, product enquiries, higher profile, trade partnerships and even potential investors.

Editorials are generally perceived by readers to be independent and impartial and are therefore seen as more trustworthy than advertisements. Editorial support or endorsement helps lend your business credibility with the reader. A proactive PR strategy can increase the chances of gaining favourable editorial content. See our guide on PR: the basics.

The trade and technical press can also be used for recruitment and to source suppliers. Trade magazines provide a variety of ways to advertise:

• Classified advertising - particularly for recruitment and gaining suppliers.
• Display and semi-display - display advertisements are bigger and more sophisticated, often appear on editorial pages or in special supplements, and can use pictures and other design devices.
• Advertisement features - they're laid out like editorial pages but feature you and your business or product. You pay for them, and you may also be given advertisement space. Your suppliers might advertise as well and offset the cost.
• Loose inserts that you supply yourself to the magazine publisher for them to insert into the magazine.

Media guides such as BRAD list details of trade and technical journals, as well as media contacts. Check your local library or find access to BRAD and other media directories on the BRAD Insight website (subscription required) - Opens in a new window. You can also use the library's Willings Press Guide.

You can get information on many publishers and magazines on the Periodical Publishers Association (PPA) website - Opens in a new window.

Ask the advertisement department at your chosen publication for a media pack with a readership breakdown and rates for different types and sizes of advertisement. The quoted rate is only the starting point - always try to negotiate discounts or better positioning for your advertisement.

Read circulation figures on the Joint Industry Committee for Regional Press Research (JICREG) website (registration required) - Opens in a new window.

Subjects covered in this guide

• Introduction
• How advertising can help your business
• Local advertising
• Advertising on the internet and in online directories
• Advertising in the trade and technical press
• Radio, cinema, outdoor and national advertising
• Planning an advertising campaign
• Getting value for money from your advertising
• Managing responses and monitoring your campaign
• How to write an advertisement
• Here's how I increased my sales through advertising

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