If we decide we do value industry publications and journalists, then we need a collective solution for protecting this news broadcasting medium.
Q: What do these publications have in common? Nikkei Microdevices, Semiconductor International Japan, and Industrial Distribution.
A. As of January 2010, they have all suspended publication. Those who proclaim that print publishing is dead and that the web is the answer to news journalism are getting their wish.
Companies targeting Japan’s semiconductor manufacturers , equipment makers, and materials suppliers must now direct their news to a few remaining relevant industry publications like Electronic Journal or Dempa Shimbun, or to smaller outlets, or larger outlets that are horizontal and less focused in terms of readership profile.
In the USA, Industrial Distribution, a US publication that was preparing to celebrate its 100th anniversary next year, is also gone – a victim of both the web and the weak distribution industry sector. Semiconductor-industry readers can change their subscriptions to Purchasing Magazine (www.purchasing.com). Computer industry experts can check out the old VAR Magazine at its new home, crn.com. In the area of market research, Electronic Trend Publications was acquired by New Venture Research Corporation (http://www.electronictrendpubs.com/). ETP president, Steve Berry, is off to pursue other interests but, happily, ETP packaging expert, Sandra L. Winkler, is continuing her work at New Venture.
The Macro View
Last August, Media Buyer Planner (mediabuyerplanner.com) reported that American Business Media’s (ABM) Business Information Network stated a 30.2% drop in 1st half 2009 business-to-business (b-to-b) ad pages compared to the same period in 2008. Total ad revenues in the first 8 months of August dropped 26.5% to $3.7 billion. All 21 magazine categories tracked by ABM showed double-digit declines in ad pages. Among the worst declines were – you guessed it – computing, telecom and software, down (-40.7%) and electronic engineering slipping down -36.7%. Media Buyer Planner’s October issue updated the pulse of publication health with a report from MediaFinder.com. The diagnosis is that closures are outpacing new publication launches due to the economy. (http://www.mediabuyerplanner.com/entry/45761/top-10-magazine-closures-this-year/)
Ads, PR, Search Engines, and Marketing Your Story
Despite best efforts to find other ways to supplement income, advertising still provides the primary source of revenue for publications – whether print or online. Sponsorships help, complementary marketing programs, such as webinars and events, help too, but the bottom line is that advertising is the biggest boost to revenues.
For the semiconductor industry, the question is really this: Does an industry with a CAGR of about $260 billion need or want its own industry media? If no, then the current direction in publication health can continue and companies will find other ways to reach their very narrow target audiences. Some avenues are blogs, but these also depend on ads or sponsorship to survive.
Company publications are another news source, as long as your company works with the publisher. News wires, portals and search engines are other news distribution sources. Hmm, fees are involved there, too, and those sources reach everyone, not just a targeted audience. You need a lot of time and money to enhance search engine marketing. Plus, search-engine optimization is not a push strategy. You need to massage your message and key words, just like you do in an ad, and hope someone comes to you. Event marketing, direct mail, web marketing: also great, but they don’t have the reach or impact of publications – and, of course, they’re not supposed to. They have a different – and valuable – purpose.
If we decide we do value industry publications and journalists, then we need a collective solution for protecting this news broadcasting medium.
Barbara Kalkis, Maestro Marketing & PR (sm)
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