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

---

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

Brand Your Name!

Have you ever thought about branding your name? Does the... Read More

Hummer is an Excellent Brand

What size is your Hummer? Hummers Come in All Sizes;... Read More

The Face of Your Business, Part I

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

Logo Design - Branding - Brand Identity Guru

Do you have any idea how important your company logo... Read More

Trademark Issues in the Mobil Auto Business

There have always been trademark issues and lawsuits in the... Read More

Could Ray Kroc have founded McDonalds in the Era of Sarbaines Oxley?

Over regulation of our free markets is stifling our growth... 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

A Lesson in Branding from Paris Hilton

I have never been a fan of Paris Hilton.I see... Read More

Top Eight Mistakes to Avoid When Naming Your Business

Naming a business is like laying the cornerstone of a... Read More

Product Positioning for Enterprise Software and Information Technology Companies

Good marketing positioning is like good lying. No, we're not... Read More

Franchising is Virtually Fraud Free

The number of complaints to the Federal Trade Commission on... Read More

The Aim of the Name

Large corporations spend lavish amounts seeking names for their products... Read More

Quality and Service - Yeah, Right!

One of the critical drivers of business success is having... Read More

Build Brand Identity - Brand Identity Guru

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

Trademark: Do I Need One for My Business Name and Logo?

Wondering if a trademark is important to you as a... Read More

Business Image

One of the most important things in a business is... Read More

How Much Is A Great Business Logo Really Worth?

A great logo can help a business project a positive... Read More

Strategic Moves In The Branding Gamble!

The so called 'globalisation' has cluttered the world markets with... Read More

Power Your Word for Profit

Discovering and owning a powerful word that reflects you and... Read More

Differentiate and Dominate

Quite often small business owners will ask me to reveal... Read More

The Positioning of Success

Many businesses of today are often driven to compete... Read More

Play it Again Sam

The marketing director for one of my longtime clients used... Read More

Shattering the Branding Myths

If you've been online long, you're sure to have seen... Read More

Company Vehicles Have Advertising on Them; Tips on Driving in Parking Lots

Try to avoid backing up whenever possible. Occasionally some one... Read More

Choosing The Right Business Name

Sometimes, new entrepreneurs are in such a rush to get... Read More

12 Ways to Reduce Postage

1. Never send a letter that weighs less than 30... Read More

A Successful Failure

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

Brand Lo-o-o-o-o-ve...

So... how have you been building your brand lately?Now, I'm... Read More

Branding Services - Brand Identity Guru

Branding Services is a tactic that marketing executives and managers... Read More

Articles: The Perfect Branding Tool

If you own a web-based business, you're probably aware of... Read More

Branding Yourself To Increased Profitability

Successful Realtors know the importance of branding their identities into... Read More

The Big-Pay Off -- Brand Value

Many CEOs and marketing directors find their time wasted evaluating... Read More