Trade Journals in Franchising

As many people know Industry Trade Journals in America have gone through a tough time in recent years due to slowing of advertising dollars. In franchising there is no difference. They use to give away subscriptions to Successful Franchising on franchise web sites; unfortunately that magazine was unable to weather the storm. They stop publishing in October of 2001. Now we see a re-emergence of Franchise Times, who has hired a new salesman, who is going to all the franchisors and telling them to advertise.

Most franchisors have theories of where it is best to advertise. Most DO NOT advertise in such trade journals. A few do, mostly for brand name recognition, although in my opinion it is a total waste of money. Franchisors who really care about their franchisees would spend the advertising dollars to get new franchisees in places that would help both getting new franchisees and helping their own franchisees get new customers; a much better way to advertise. I feel sorry for people like the sales man who called me trying to peddle these display ads and combat what must be an unending amount of rejection. I feel even more sorry for franchisees of any system whose franchisors blow money on any advertising, which does not help their franchisees. These costs are obviously passed on to new franchise buyers, who probably came to the franchisor's site through a web site or from a referral from an existing franchisee where they bought a sandwich, did dry cleaning, got their hair cut or got taxes completed. We have found that this sort of advertising in places like Franchise Times has never worked for our company, we believe it is a waste of money, even worse than attending trade shows.

As advertising dollars continue to dry up and even with all the media consolidation, there seems to be a very aggressive approach to sales tactics of these salesmen/women and a touch of unnerving arrogance among the editors, publishers and self-important writers. I guess that arrogance goes with the job, however I think it is time for all Industry Journals and media for that matter to come back to Earth, realize their relative value in our society. Everything has an intrinsic value and an actual value and we need Industry Journals to find equilibrium, because as it stands in my opinion, it is not even close. Why would any franchisor waste money on such advertising? Perhaps they themselves want to see their pictures in the ads, perhaps if the advertise they can get the editors to go ahead and do a story on the company? Maybe we have just too many egos in franchising? What say you?

Would you want to buy a franchise from a franchisor who blows money on such advertising, that could be better spent helping the team succeed together? I know I wouldn't. Maybe you should buy a magazine and then make sure to delete the franchisors that advertise in it as wasteful and not inline with financial responsibility, simply do not buy any franchise of anyone advertising in that way?

"Lance Winslow" - If you have innovative thoughts and unique perspectives, come think with Lance; www.WorldThinkTank.net/wttbbs

---

Build Brand Identity Through Product Branding

Building a product into a brand leader is not easy,... Read More

How to Write Classified Ads that Get Results Now.

SELLING DIRECTLY FROM A CLASSIFIED AD Classified ads can be... Read More

Acquire, Then Rebrand

Acquiring another corporation usually means that the acquiring company's name... Read More

Living Your Brand on the Web - Part 2

Now that everyone has conformed to Living Your Brand on... Read More

The Face of Your Business, Part I

When we initially started our businesses, we had to decide... Read More

What Make Us Unique and Different

Starting a business can take a lot of time, money,... Read More

Nike / Sears / Kmart

The Sears-Kmart merger hopes to fabricate some sort of silver... Read More

How Do You Define a Good Logo Design?

Everyone wants his company logo to be the best but... Read More

Branded Email: Email Branding is the Next Generation of Email

All You Need is Branded Email Or Always Branded Email... Read More

Intelligent Design comes from Brand & Account Planners

I've been reminded recently, rather forcefully, that not all reality... Read More

Mascots ? The Killer Promotional Concept

Mascots are the unique dolls or puppets that help identify... Read More

Brand Value - Brand Identity Guru

Successful Guru marketers have a secret weapon that they use... Read More

Branding Guru - Brand Identity Guru

Branding TodayHave you ever had a good brand experience? How... Read More

McDonalds Supply Chain of Potatoes

McDonald's buys its potatoes from corporate farmers in Idaho not... Read More

Branding Is Not Selling Out: ITS SELLING IN

Ever see an amazing band perform and wonder why you've... Read More

A Successful Failure

A successfully positioned business sometimes doesn't win a new client.... Read More

Brand Components

Your brand is the culmination of everything about you and... Read More

Corporate Internet Branding ? Branding Your Business Online

Let me tell you a story about Pete and a... Read More

Standing Under the Umbrella And Still Getting Wet

Make More Money Making a Name for YourselfCalling all realtors,... Read More

10 Secrets for Free Media Placement

Why pay a high priced PR agent when you can... Read More

Logo Design - Corporate Identity Branding - Brand Identity Guru

Like it or not it's who you are. Your corporate... Read More

Is Your Logo Helping or Hurting Your Business?

The quality of your logo can mean the difference between... Read More

Corporate Logo Design ? 6 Keys to Success

A corporate logo design should be highly instrumental in building... Read More

I Hate My Logo! What You Should Get For Your Money and Why

This is not a how-to design a logo. This is... Read More

Why Should I do Business With You?

It's the question that is on the minds of all... Read More

Personal Branding: Characteristics of a Strong Personal Brand

How many times have you been at a networking function... Read More

Your Small Business Name -- Important?

You bet a name is important. Many small business owners... Read More

Brand Positioning - Brand Image

That cross-trainer you're wearing -- one look at the distinctive... Read More

Logo Files: Versions Of Your Logo That You Should Own

Your logo is the most important graphic element in which... Read More

Corporate Branding and Professional Logo Design

Any business with the minimum interest to be successful should... Read More

Effective Public Relations Essential for Personal Branding

Move over pop star "Posh Spice" Adams and English soccer... Read More

No Logo? Launching A Business Without a Logo Can Sabotage You

Initial lack of customers and cash flow often causes a... Read More

Types of Logos

There are three basic types of logos: text, symbol, and... Read More