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- ties. In short, virtually every group has a corresponding consumer magazine published expressly for it. TRADE,  TECHNICAL,  PROFESSIONAL AND  BUSINESS 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: Retailers Manufacturers 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 more  profitably. Trade  Journals While the term trade journal is often applied to all publications  in  the  business  journal  class,  there  are subtle differences. 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 Technical  journals  usually  discuss  sophisticated material,   equipment   or   instruments   and   their   use. Examples  of  technical  journals  are   Datamation, Broadcasting and Photomethods. Profesional  Journals 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. Business  Journals There  are  business  journals  for  those  persons  in, seemingly,   every   occupation   imaginable.   There   is Cashflow  for   accountants,   Advertising   Age   for  ad agency personnel,  Chilton’s 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. 4-3