Editor’s notes
Opinion and advice from my side of the editor’s desk on how trade publications work, what’s worth paying for and how to get more from the titles you work with.
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Should you take marketing numbers at face value?
An editor’s view on reading B2B media pack figures: impressions, follower counts, circulation, audits, newsletter metrics and what tells a small company a campaign worked.
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What should you ask a publication before you spend money with them?
An editor’s guide to the questions worth asking a B2B publication before you buy: who the audience really is, who does the work, who you’ll deal with, deadlines and what vague answers tell you.
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Is everything in that marketing package actually necessary?
If your team does not have design capacity, a ready set of assets or the time to brief and review, those extras can quickly become obligations rather than bonuses.