Earning Your Trust
What makes a business magazine worthwhile to its readership?
It is a question we ask ourselves at Pet Business virtually everyday. In fact, we spend a lot of time talking to retailers, suppliers and distributors trying to get their take on what they need from our publication in order to get them to keep coming back to it month after month.
The feedback we get is that they need a combination of trend stories that explain the direction of the pet industry and its many segments, information about new products, and expert opinions to help them better understand the market and how to compete in it. They want it done in a concise and interesting manner, and they want it to be educational and entertaining—hopefully, at the same time.
So that is what we have developed at Pet Business. With a well-versed staff of full-time journalists complemented by a group of industry experts—many with 20 or 30 years of experience working in the pet industry—we have developed the finest publication in the retail pet industry.
How do we know? First, we get that feedback from you, our readers, who often tell us that we do have our fingers on the pulse of the category. Secondly, we seem to have earned the respect on the media, including being asked by such well-respected publications as The New York Times, The Wall Street Journal and USA Today, as well as CNN, MSNBC and CNBC, to give them our opinions and expertise on the pet industry. Frankly, I don’t see them asking journalists at our competitors for their opinions.
Finally, we know we are doing well because of our strong relationship with the trade. We are extremely proud of our interaction with the entire pet industry, from retailers to trade associations and everyone in between. I believe they trust us to be at the forefront of offering the best information to help them succeed in the pet business.
And, the proof is in the pudding. For several years now, Pet Business has been the largest of the three national pet trade publications in terms of overall size and number of editorial and advertising pages. That is what trust will get you.