So much to read, so little time.
E-mail, newsletters, blogs, various forms of social media and the latest top-10 business books …compete for precious little time to read. Perhaps, then, it seems understandable that industry trade journals (trade rags) are relegated to stacks and piles of good intentions.
There is no question we have more quantity of reading available today, than at any other time in history. We can “watch” our reading on video or listen to our books while traveling. There is always more to read and more ways to read more.
However, quantity of available reading material doesn’t always lead to quality of content.
I like reading the “trades” because the topics, research and writing are on point to the industry issues of the day. In general, trade journal writing is produced by well-informed reporters who specialize in a narrower niche than most common business writers. Tight-niched writing has deeper roots. Wide ranged writing tends to have the depth of a weed.
In addition, most trade journal writers have access to inside interviews and research. Trade Associations are myopic and provide more about less. Industry research provides compelling content when handled by an industry pro.
In the field of marketing, I cannot imagine going too long without reading, Adweek, Advertising Age, BrandWeek, American Demographics, Selling Power, PROMO Magazine, PRWeek and maybe a few others I have stacked in my reading pile.
I still like to read Nation’s Restaurant News, QSR Magazine, Broadcasting & Cable, Progressive Grocer, Supermarket Chain, Chronicle of Higher Education and a couple of obscure trades because of past or current life experiences. The quality of information in my favorite journals far exceeds about any other reading material…including this blog.
Specialists offer more about less.
Do you have a favorite trade journal?