Business-to-Business Advertising in the Current Environment, Application Stories
Application Stories – Now this aspect of editorial coverage requires more work. In order to get a story published in a magazine, first you must have a story to tell. But that is only half of the effort. You need to have an effective communicator gather and tell the story of a successful application of your products.
Often, these stories initiate from customers, distributors, salespeople, or engineering professionals who discovered new applications of components, systems, or subsystems that solved problems or improved operations. This kind of editorial gives credit to the provider of the solution by listing the products or services used to overcome obstacles or simply provide a better method of accomplishing the task.
It involves work and active participation on the part of the manufacture of the components because they must first identify a suitable story, decide how to get it written and submitted, and work with the editors to make sure that the story is accurate. Although more work is involved, the payoff is much greater because your company gains support and recognition by the publication to the readers.