Audience loyalty as the main prerequisite for trade press thriving


  • Valentyna M. Varenyk National Technical University of Ukraine “Igor Sikorsky Kyiv Polytechnic Institute”, Kyiv, Ukraine
  • Olga V. Trishchuk National Technical University of Ukraine “Igor Sikorsky Kyiv Polytechnic Institute”, Kyiv, Ukraine


advertising, audience research, B2B media, business press, print and digital directions, trade press


Modern publishing businesses need a complex roadmap for developing print and digital directions, and lack of the strategy for media means overload with unnecessary current activities for employees, lack of attention to readers and advertisers and dissatisfaction with the financial achievements by head office. The proposed paper attempts to understand the usage patterns and preferences of audience for print trade magazine. The questionnaire is based on the theory of the functions of the trade press to make sure that the magazine performs the established functions for its audience. The data also helped establish the demographics of the magazine's audience. The findings of the study enable to throw light on the present media usage habits and to examine the trade media consumption behavior. The study showed that the audience of the trade media is very homogeneous and characterized by similar socio-economic characteristics. Even though the study gives insights into current trade press preferences of audience, the results may not be generalized as every audience has own territorial, gender and financial differences and diversified socio-economic background. The study can be further extended by taking a sample from different types of trade media.


Download data is not yet available.


Ahn, M., Drake, M., Kyung, H., & Stice, H. (2019). The role of the business press in the pricing of analysts’ recommendation revisions. Review of Accounting Studies, 24(1), 341-392.

Arnawa, I.K., Sapanca, P.L.Y., Martini, L.K.B., Udayana, I.G.B., Suryasa, W. (2019). Food security program towards community food consumption. Journal of Advanced Research in Dynamical and Control Systems, 11(2), 1198-1210.

Cartwright, S., Davies, I., & Archer-Brown, C. (2021). Managing relationships on social media in business-to-business organisations. Journal of Business Research, 125, 120-134.

Cartwright, S., Liu, H., & Raddats, C. (2021). Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review. Industrial Marketing Management, 97, 35-58.

Chitra, S., & Shobana, E. (2017). A Study on Customer Satisfaction on Online Marketing in India. International Research Journal of Management, IT and Social Sciences, 4(1), 106-113.

Clark, G. L., Kaminski, P. F., & Brown, G. (1990). The readability of advertisements and articles in trade journals. Industrial Marketing Management, 19(3), 251-260.

Corrigan, T. F. (2018). Making implicit methods explicit: Trade press analysis in the political economy of communication. International Journal of Communication, 12(Feature), 2751.

Cortez, R. M., Gilliland, D. I., & Johnston, W. J. (2020). Revisiting the theory of business-to-business advertising. Industrial Marketing Management, 89, 642-656.

File, P. C. (2018). “Watchdog” Journalists and “Shyster” Lawyers: Analyzing Legal Reform Discourse in the Journalistic Trade Press, 1895–1899. American Journalism, 35(4), 469-489.

Fosdick, S. B. (2003). Follow the worker, not the work: Hard lessons from failed London music hall magazines. Journal of Magazine and New Media Research, 1.

Gruner, R. L., & Power, D. (2018). To integrate or not to integrate? Understanding B2B social media communications. Online Information Review.

Ha, L. (2015). The Role of the Trade Press in Promoting Professional Ethics in the Advertising Industry: The Case of the TV Quiz Scandal 1958–60. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference (pp. 64-68). Springer, Cham.

Hollifield, C. A. (1997). The specialized business press and industry-related political communication: A comparative study. Journalism & Mass Communication Quarterly, 74(4), 757-772.

Johnson, S. (2007). Why should they care? The relationship of academic scholarship to the magazine industry. Journalism Studies, 8(4), 522-528.

Kosnikov, S. N., Shershukova, N. V., Sorgutov, I. V., Bessonova, T. V., Kobets, E. A., & Zatsarinnaya, E. I. (2021). Business education: global trends and prospect. Linguistics and Culture Review, 5(S1), 478-487.

Krueger, K., & Soley, L. (2010). Advertising Media Selection. Wiley International Encyclopedia of Marketing.

Kulyk, V. (2011). The media, history and identity: competing narratives of the past in the Ukrainian popular press. National Identities, 13(3), 287-303.

Laib, J. (1955). The trade press. Public Opinion Quarterly, 19(1), 31-44.

Lehtisaari, K., Villi, M., Grönlund, M., Lindén, C. G., Mierzejewska, B. I., Picard, R., & Roepnack, A. (2018). Comparing innovation and social media strategies in Scandinavian and US Newspapers. Digital journalism, 6(8), 1029-1040.

Mairaru, S., Tyagi, S., Azeez, C., & Sharma, D. C. (2019). Understanding the print, web, television media habits and preferences of Indians: A uses and gratification perspective. Journal of Content, Community and Communication, 9(1), 75-80.

McMillan, S. J., & Childers, C. C. (2017). A Decade of Change and the Emergence of Digital Media: Analysis of Trade Press Coverage of the Advertising Industry, 2005–2014. Journal of Interactive Advertising, 17(1), 51-64.

Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial marketing management, 40(7), 1153-1159.

Möller, K., Rajala, A., & Svahn, S. (2005). Strategic business nets—their type and management. Journal of Business research, 58(9), 1274-1284.

Napoli, P. M. (2012). Audience evolution and the future of audience research. International journal on media management, 14(2), 79-97.

Rees, L., Sharp, N., & Twedt, B. (2015). Who’s heard on the Street? Determinants and consequences of financial analyst coverage in the business press. Review of Accounting Studies, 20(1), 173-209.

Ritter, T., Wilkinson, I. F., & Johnston, W. J. (2004). Managing in complex business networks. Industrial marketing management, 33(3), 175-183.

Rusfian, E. Z., & Alessandro, J. D. (2021). The influence of social media’s marketing activity on local brand equity and consumer response: using mix method approach. Linguistics and Culture Review, 5(S1), 767-780.

Schmitz, K. (2017). When it comes to the trade press, who do you trust?

Shafer, S. M., Smith, H. J., & Linder, J. C. (2005). The power of business models. Business horizons, 48(3), 199-207.

Swani, K., Brown, B. P., & Mudambi, S. M. (2020). The untapped potential of B2B advertising: a literature review and future agenda. Industrial Marketing Management, 89, 581-593.

Thompson, C., Clary, C., Er, V., Adams, J., Boyland, E., Burgoine, T., ... & Cummins, S. (2021). Media representations of opposition to the ‘junk food advertising ban’on the Transport for London (TfL) network: a thematic content analysis of UK news and trade press. SSM-Population Health, 100828.

Tripathy, M. (2018). Building quality teamwork to achieve excellence in business organizations. International research journal of management, IT and social sciences, 5(3), 1-7.

Welles, R. (2018). Biting The Hand: Accountability Journalism in the Trade Press.

Wilken, R. (2019). Communication infrastructures and the contest over location positioning. Mobile Media & Communication, 7(3), 341-361.

Winer, R. S. (2009). New communications approaches in marketing: Issues and research directions. Journal of interactive marketing, 23(2), 108-117.

Zhang, D. (2016). Using Product Variables of Business-to-Business (B2B) Media to Assess the Impacts of Social Media. Westminster Papers in Communication and Culture, 11(1).



How to Cite

Varenyk, V. M., & Trishchuk, O. V. (2021). Audience loyalty as the main prerequisite for trade press thriving. Linguistics and Culture Review, 5(S4), 128-138.



Research Articles