Content marketing is all the rage. Check out Joe Pulizzi’sJunta42 blog, pick up a copy of Ardath Albee’s wonderful new bookeMarketing Strategies for the Complex Sale (which builds upon the foundation laid byDavid Meerman Scott and others), follow@Mike_Stelzner on Twitter—it’s everywhere. Marketers are becoming publishers, writing valuable thought leadership and how-to content in order to build name recognition, credibility, and even sales pipelines.
Back in the pre-Internet days, trade publications were pretty much the only way to efficiently reach narrowly targeted niche audiences, like architects, chemical engineers or IT help desk managers. Even in the early days of online, trade publication websites and their newsletters were essential media.
But there’s no questionthat journalism is taking a beating during this downturn. Across all media, more than35,000 jobs have been lost in the past year. While a large share of those positions have been shed in broadcast andnewspapers, trade publications haven’t been immune.
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