Comments on: Five nails in the Trade Pub coffin

By: 亞特

亞特 — Thu, 25 Feb 2010 21:28:45 +0000

Remember the "World's Most Dangerous Battery" viral video?
Here is another viral video for the "World's SAFEST Battery".
They pierced through a real battery to cause a huge explosion.
Among mobile phone batteries, notebook batteries,
there is only one battery that doesn't explode…… Watch this:
http://www.youtube.com/watch?v=CxlBvKrgVNw

By: AJ

AJ — Wed, 18 Nov 2009 19:08:56 +0000

Last point – many buying cycles in the B2B world (like capital equipment) are episodic and occur infrequently. That's counter to the belief that "procial media" is the blanket answer to every market or – ahem – audience.

Thanks for the excellent, thoughtful post.

By: AJ

AJ — Wed, 18 Nov 2009 19:08:00 +0000

I understand the premise of this, and i agree that many trade publishers are wrestling with the change that social media are shoving down their throats. But I do have one bone to pick – the concept of "audience" is not dying. It's just evolving. The 90-9-1 rule is an absolute – anyone that's run a B2B or industrial marketing site knows this. Not only do lurkers make a boat-load of decisions, but someone that spends her day regularly posting and participating on sites likely isn't very influential in buying decisions.Last point – many buying cycles in the B2B world (like capital equipment) are episodic and occur infrequently. That's counter to the belief that "procial media" is the blanket answer to every market or – ahem – audience.Thanks for the excellent, thoughtful post.

By: Mike Volpe - HubSpot

Mike Volpe - HubSpot — Thu, 12 Nov 2009 14:09:55 +0000

I agree. The trade pubs are dying.

I think the big reason for it is that marketers are learning that rather than being advertisers in the trade pubs, they can be their own publishers and start a blog. For instance at my company (HubSpot) we started a blog, and now have over 20,000 subscribers, rivaling the reach and engagement of many trade pubs that we might advertise in. So, rather than spend our money on advertising (which is a one time expense with little long term benefit) we built a blog to drive our inbound marketing by spending our money on people/content. In

The good news for the writers at the trade pubs is that the companies in their industry should be waking up and hiring them to write a company blog as part of their inbound marketing strategy.

By: Mike Volpe - HubSpot

Mike Volpe - HubSpot — Thu, 12 Nov 2009 14:09:00 +0000

I agree. The trade pubs are dying.I think the big reason for it is that marketers are learning that rather than being advertisers in the trade pubs, they can be their own publishers and start a blog. For instance at my company (HubSpot) we started a blog, and now have over 20,000 subscribers, rivaling the reach and engagement of many trade pubs that we might advertise in. So, rather than spend our money on advertising (which is a one time expense with little long term benefit) we built a blog to drive our inbound marketing by spending our money on people/content. In The good news for the writers at the trade pubs is that the companies in their industry should be waking up and hiring them to write a company blog as part of their inbound marketing strategy.

By: Susan

Susan — Wed, 11 Nov 2009 17:42:08 +0000

I work with over 100 industrial manufacturers, assisting with their online marketing and I echo the viewpoint that creating valuable content that speaks to desired audiences lifts some companies "head & shoulders" above others in their fields. And leveraging content through all the available channels enables them to engage potential customers who interact willingly. Here is a great example of one of the companies I work with who has truly embraced the opportunities online. http://www.indium.com

By: Susan

Susan — Wed, 11 Nov 2009 17:42:00 +0000

By: 亞特

亞特 — Wed, 11 Nov 2009 11:23:28 +0000

By: Tom Pick

Tom Pick — Mon, 09 Nov 2009 23:10:27 +0000

Hi Dave -

Thanks for the post, and for stopping by my blog and commenting.

I think it's an exciting time for marketers. Not so much more work, just different (and potentially much more interesting).

Trade publications can survive, but they will need to adapt, and quickly, to do so.

By: Tom Pick

Tom Pick — Mon, 09 Nov 2009 23:10:00 +0000

Hi Dave -Thanks for the post, and for stopping by my blog and commenting.I think it's an exciting time for marketers. Not so much more work, just different (and potentially much more interesting).Trade publications can survive, but they will need to adapt, and quickly, to do so.