Secure Your Story: Master Trade Magazine Editorial Guidelines
Just as you research and study what your prospects and customers value, you need to understand what each individual trade publication values. Equally important is understanding how they compete against other publications.
Why Understand a Publication’s Competition?
Why should we care who a publication competes with? Think about it this way. Trade publications compete for advertising revenue and quality content—one cannot thrive without the other. Knowing what makes a publication unique allows you to tailor your stories to fit their specific needs and interests, making your pitches more likely to succeed.
The Importance of Audience Insight
Each trade publication or magazine has its own culture and audience. A better understanding of a publication’s readership will help you craft newsworthy content that editors will love. Consider targeting exclusive stories to just one publication at a time to enhance your pitch’s appeal.
As a refresher on PR Newsworthiness, check out:
4 Ways to Determine if Your B2B Manufacturing Content is Newsworthy
Three Ways to Better Position Your Manufacturing Company for PR Success
- Download and study the publication’s media kit. Media kits contain advertising information, and more importantly, feature a detailed breakdown of their audience. Remember: your news has to be relevant to this group of readers or you do not have a story.
- Review editorial calendars. Trade publications release their editorial calendars for a reason. They often detail the major topics and specialty columns they’ll cover over the next 12 months. Request specific written editorial guidelines. Editors appreciate when you show an interest in their publication instead of sending irrelevant, junk stories!
- Set up casual meetings with editors. They are more than willing to share what they feel resonates with their readership. You need each other so why not create a strong relationship? Make sure to read the magazine, especially stories they authored so you know how they think and what they like to cover (write about). You will be surprised by what you can learn in a 10-minute Zoom call.
By understanding and aligning with a trade publication’s values and guidelines, you can significantly enhance the chances of your story being published. This approach not only helps you get your relevant content out there to readers but also builds lasting relationships with key editors.
Want more on this topic? Download our free Manufacturer’s Guide to Public Relations eBook.
Do you have a story to tell but need help? Let’s take 15 minutes and find out if your story will make the cut. Book time with Rob Felber.
