A vertical publication refers to publications whose editorial content pertains to the particular interests of a specific industry, profession, or trade. Due to the focus of content, vertical publications are much like trade magazines. A vertical publication is any publication in which the contents are focused on a specific industry, business, trade, or profession. The goal of a vertical publication is to provide those who work in a particular field with pertinent information related to that field. This information can include trends, innovations in products and technologies that can be used in a particular field, and information and insights provided by industry experts. Vertical publications also contain advertisements that relate to a particular industry. As such, these publications offer a great opportunity for marketers.
Benefits of Vertical Publications for Marketers
As mentioned, in addition to featuring news, trends, and insights provided by industry experts, vertical publications also feature advertisements that are relevant to a specific field. This provides an excellent opportunity for marketers to reach a large, targeted audience.
Since vertical publications are specifically written for people that work in a particular field or industry, they provide marketers with a highly targeted audience. By placing advertisements in these editorial publications, marketers can effectively have their products or services seen by those who would be most interested in those products and services. This helps to increase brand recognition, establishes authority, and can also help to increase sales.
How Marketers can Use Vertical Publications to their Advantage
Marketers can use vertical publications as a way to introduce their products and services, increase their brand awareness, and establish their authority. The best way for marketers to use vertical publications for their benefit is by placing well designed advertisements in vertical content that directly relates to their industry. For example, a marketer may post ads that feature eye-catching pictures, or marketing content that highlights the benefits that their products or services offer for a given field.
Examples of Vertical Publications
An example of a vertical publication would be Retail Banking Today. The content in this publication pertains to the retail banking market. A marketer might place an advertisement in this publication that highlights a new product for this industry.