The Magazine of Hawaii, are directed toward potential
Phoenix, Arizona. Others, such as Denver Living, are
for newcomers to an area. Still others, such as Aloha,
visitors to a particular city, state, or country.
There are magazines for the members of almost all
religious sects (Catholic Digest, Baptist Herald,
Mennonite Brethren Herald, The National Jewish
Monthly, etc.) and most clubs, associations and fraterni-
In short, virtually every group has a corresponding
consumer magazine published expressly for it.
TRADE, TECHNICAL, PROFESSIONAL
Magazines in the trade, technical, professional and
business class are published for active business people.
The readers of these publications are looking for ways
to improve their businesses and increase profits. While
they might appreciate a little humor in the articles and
want the material to be well-written, they are not reading
them for pleasure.
These business journals are designed to appeal to
one of the following three specific groups:
Professionals and industry experts
Retailers, along with business people who perform
various services, are interested in such subjects as
successful sales campaigns and unique merchandise
displays. Manufacturers expect articles dealing with
ways to solve industry problems, such as personnel
absenteeism and equipment failure. Professionals and
industry experts want stories about new techniques and
technical developments in their respective fields.
All of these business people are interested in making
money and managing their businesses more efficiently.
Therefore, the primary purpose of each of the business
journals is the goal of helping its readers do their jobs
better. Besides stories about business trends and
solutions to problems, these publications often offer
advice on ways a particular business can be operated
While the term trade journal is often applied to all
publications in the business journal class, there are
A trade refers to skilled work usually requiring
extensive training, but not necessarily formal education,
to master it. Carpentry is one example of a trade; printing
is another. Therefore, a trade journal is a publication
addressing the skilled laborers in a particular field, or
the work they perform. Motor Magazine and Ceramic
Monthly are examples of trade journals.
Technical journals usually discuss sophisticated
material, equipment or instruments and their use.
Examples of technical journals are Datamation,
Broadcasting and Photomethods.
Professional journals are publications intended for
professional people. This group primarily includes
persons with a vocation or occupation requiring
advanced education and training and involving
intellectual skills. This group specifically comprises
those working in such fields as law, medicine, theology,
education, engineering, journalism, and so forth.
However, the term professional has, in general use, been
expanded. It now includes the executives, managers,
department heads, some staff members and even the
sales force of most business enterprises.
There are business journals for those persons in,
seemingly, every occupation imaginable. There is
Cashflow for accountants, Advertising Age for ad
agency personnel, Chiltons Food Engineering for those
in the food and beverage processing industry and
American Psychologist for psychologists.
There is Scholastic Coach for high school and
college sports personnel, Instructor Magazine for
elementary school teachers, American Bee Journal for
amateur and professional beekeepers and Grocery
Distribution for operators of food warehouses and
distribution centers. Police is published for law
enforcement personnel and Editor and Publisher for
newspaper personnel. There is the ABA Journal for
lawyers, Private Practice for medical doctors in private
practice and C&S (Casket and Sunnyside) for funeral
directors. Across the Board caters to business people.