3.2.2 Business Trade Magazin

 Introduction

A business trade magazine is a periodic publication (print or digital) that aims to inform, educate, and position content related to the business and corporate world. It serves as an external communication medium and a strategic public relations tool.

Main Objectives

• Inform about trends, products, services, innovation, and technology.
• Strengthen corporate image and brand positioning.
• Build relationships with clients, suppliers, investors, institutions, and other key stakeholders.
• Generate valuable content that enhances the prestige of the company or industry.

Typical Content

Business trade magazines may include:

• Market trend articles
• Interviews with business leaders
• Company success stories
• Product and service advertisements
• Coverage of trade shows, conferences, or events
• Economic or industry analysis
• Expert opinions and columns
• Technological or sustainable innovations

Key Features

• Clear target audience: Typically entrepreneurs, business owners, managers, industry professionals, investors, or stakeholders.
• Frequency: Monthly, bimonthly, or quarterly.
• Professional tone: Technical yet accessible language.
• Attractive design: High-quality images, graphics, layouts, and professional formatting.
• Multi-channel distribution: Available in print, PDF, digital subscriptions, or apps.

Real-World Examples

• Forbes México – Business, finance, and leadership magazine.
• Expansión – Focused on companies, technology, and the economy.
• Alto Nivel – Covers business, leadership, and entrepreneurship.
• The Economist – A global reference in economics and business.
• Corporate internal magazines (e.g., Cemex Hoy, BBVA Revista).

Connection to Public Relations

A business trade magazine can be:

-Corporate-owned: Created and distributed by the company itself as a communication channel with its external community.

-Third-party or partner media: Where the company contributes through articles, interviews, or advertising to position itself in relevant industry publications.

In both cases, it acts as an external communication medium, key to projecting an image of authority, innovation, or corporate responsibility.

Actividad:

Analicen los siguientes aspectos y anoten sus observaciones en una infografía de acuerdo con la revista asignada.

A. Información general:

Nombre de la revista

Año y número de edición

Público objetivo (¿a quién va dirigida?)

Periodicidad (mensual, bimestral, etc.)

B. Contenido:

Temas principales abordados

¿Qué secciones tiene? (ej. noticias, entrevistas, tecnología, opinión). Establece cada sección. 

Determina el número de artículos. 

¿Qué tipos de empresas o industrias aparecen con más frecuencia?

¿Se promueve algún tipo de ideología o visión empresarial?

C. Estilo y diseño:

Estilo visual: portada, colores, imágenes, tipografía

Tono del lenguaje: formal, técnico, accesible, aspiracional

Uso de infografías, gráficos o estadísticas

D. Relaciones públicas y marketing:

¿Qué marcas se anuncian en la revista?

¿La revista incluye artículos patrocinados o publirreportajes? Da ejemplos. 

¿Qué mensaje intenta transmitir la revista sobre el mundo empresarial?

¿Colocarías a tu marca en esta revista? ¿Por qué?