Editorial in trade publications is valuable for both the reader and writer, says a former editor who has just launched media release service, WriteRelease .
"The secret is to remember who you're writing for and then offer some really useful information," says WriteRelease Director, Wendy Cramer.
"Readers of trade publications want to learn about new products, industry trends, what others are doing and how to do their own jobs better. Businesses can very profitably tap into that thirst for ideas by submitting well written media releases to the right trade publication editors.
"As an editor, I was always looking for more material to include in our magazines but found that while many businesses understood the value of editorial exposure, they simply didn't have the resources to write articles.
“That's why we've launched WriteRelease – an affordable online service where professional journalists write and send your news releases for you – so getting your announcements into the news becomes a five-minute job."
The WriteRelease news release writing and distribution service specialises in business-to-business and trade media.
Alan Sarkissian, Executive Director of industry body Publishers Australia, which represents targeted traditional and digital publications, says studies show that almost everyone reads at least one business or consumer niche publication regularly.
"This targeted media is tightly targeted, which means it concentrates on the defined industry, special interest or profession each community serves," he said.
"This makes for a highly engaged audience – a well focused and relevant editorial product that readers value and which therefore attracts a high quality of readership; an excellent context in which to absorb advertising messages.
"Advertising and editorial in targeted publications both have roles to play – advertising is the perfect way to make yourself known and maintain a high profile, while editorial explains in more detail what you can offer readers."
Launched in June, WriteRelease has around 400 industry journalists on its contact list, says Wendy Cramer, who specialise in industries ranging from agriculture to tourism.