Digital disruption of traditional media outlets over the past decade has been significant, but one of the consequences which was not necessarily anticipated in the internet age has been the emergence/growth of trade media outlets.
traditional media channels, such as major national newspapers and news/talk
radio programs, are still, by and large, highly respected and command a large
share of people who engage, trade media outlets across many different industries
the relationship between major companies/industry associations and the trade
media outlets which are directly relevant to them is, in many instances, far
different to what has and continues to exist between major companies/industry
associations and traditional, broader media channels.
As an example,
it’s not that unusual for an industry association to have an informal or even
formal arrangement, such as a memorandum of understanding, with a trade media
outlet which is devoted to covering issues and stories about the industry the
association represents. This includes stories about advocacy, developments and
other work the association is conducting on behalf of members, as well as
announcements and developments involving companies which are members of the
with the digital disruption model, trade media outlets do not necessarily have
to have a physical presence (e.g. a magazine) – there are several who rely on
e-newsletters (daily or weekly), a website and promotion on social media
channels. Although depending on the nature of the industry they focus on, some
trade media outlets do still print magazines or produce other printed forms of
communication because there is still a demand from readers for these channels.
associations and major companies, trade media channels represent a relatively
fast and efficient way of broadening communication of key messages. Another
positive aspect of trade media is it has the ability to provide broader
coverage of issues/developments in the industry it focuses on.
It means that
if you are developing a media strategy and if you are developing a government
and media relations strategy, then both traditional media channels and trade
media channels should be among your key media stakeholders.
- By Hamish Arthur