Here is a recent email exchange with an editor-in-chief of a major food trade publication: "The point I was trying to make is that it would not benefit us at all, from a business standpoint, to sponsor your publication. We have a controlled circulation and are not trying to drum up new subscribers. Does that make sense?"
This was in response to an inquiry I made about the possibility of either sponsoring an edition of our online magazine, and/or writing an article about the growing trends in private label products.
The point: Be very careful when you, or anyone in your organization, says anything like "we...are not trying to drum up new subscribers." It is the same as "our products will sell themselves," etc. In this instance, the trade magazine's PRIMARY CUSTOMERS are their subscribers. Absent subscribers = no sales to advertisers.