Where Trade Journal Readers Are Going - Trade Blogs

Although I have already commented on Hugh Hewitt's book Blog to our community, I also decided to send an email directly to Mr. Hewitt on my views on how trade journals, although slow to join the bigger trend, are now shifting full force to the world of blogging -- called trade blogs. Trade journals, and no I don't mean journals only about importing and exporting but rather periodicals that are used by a profession or a particular industry, are not exactly Mr. Hewitt's cup of tea. He is famous for his political punditry. Still, he seems to have his fingers on the future of blogging and so I decided to write. Here's the letter below on the future of traditional trade journals -- of franchise and entrepreneurial magazines -- and why their readership is shifting to blogs. If I hear from Mr. Hewitt, I'll report it. -don-

Dear Mr. Hewitt,

I loved your book Blog so much that I posted a blog on it to fellow business owners. There’s just one thing. I’m surprised that your book didn’t emphasize how small business leaders and professionals are turning to trade blogs with a vengeance. There’s a lot more to business related blogs than just big corporations who want to spin their image and brand. Trade blogs are really taking off and as one of the gurus of blogging, you might want to think about listing at least a few on your website.

Look at today’s top 10 listings from Technorati. Five are political blogs (something you do so well), but arguably four of the rest are trade related, written largely by and for program-savvy Internet professionals. Geeks gain professional and other significant benefits through blogging. Now that blogging technology is becoming so user-friendly, huge numbers of small business leaders and professionals are just starting to have the same epiphany.

An elite group of executives and advertisers have controlled the information that goes into traditional trade journals. In contrast, blogging allows professionals in the know to publish the unvarnished truth – a point that you make well in your book.

Take the franchise industry that I’m involved in. Private franchise chains have been able to hold information close to the vest on average unit earnings, intelligence that is pretty important if you want to invest in a franchise. The few franchise trade journals that exist do not want to rock the boat by upsetting their advertisers or potential advertisers, so they are disinclined to report things of a sensitive nature.

Last week a blogger discovered an earnings report for the average Quizno’s restaurant. In a follow-up, a blogger on Blue MauMau (an online franchise community I recently founded) calculated that approximately 50% of its restaurants are not profitable! Franchise buyers are people like you and me. Plopping down $225,000 of our life’s savings to invest in a restaurant is a huge step, so knowing such information is critical.

Trade blogs are bringing to light facts that formerly were not available for love or money in traditional paper trade journals.

Regards,
Don Sniegowski