Every product has a life cycle. Yet a lot of industrial exhibitions and magazines struggle on when they should have passed their sell-by date long ago. In fact, some are even quite healthy, when rational analysis suggests their customers should have deserted them and moved on to something new. Why is this? It’s because we like to be part of the crowd. I don’t mean that solely in the way that exhibitions have always sold themselves (“you’ve got to be there – all the competition will be!”). It’s also because we’re curious to know what everyone else is doing. I read a couple of “vertical” industry magazines every month, not because they tell me anything I didn’t know already, but because I want to know what news they’ve chosen to cover. Enough people open the magazine for the same reason to enable it to continue in business.
There are very few websites which have achieved this status, and almost none in the industrial sector. I wonder when one will eventually break through? Funnily enough, it might need some offline branding for it to happen.
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- Posted on 23 Jul 2009 at 10:00 am
- More stuff from Chris Rand