Leading trade publications offer a wealth of opportunities, aside from the more traditional print and online advertising, for brands to communicate with key decision makers in any industry.

These publications command significant respect among their readership and, if used strategically, they can function as a highly effective promotional brand vehicle.

From innovative advertising formats in print, such as cover wraps and belly bands, to live events, targeted e-marketing, webinars and sponsored content, paid media can play a critical role in attracting the attention of, and engaging with, potential customers.

This guide looks at the opportunities in more detail and explains how AD works with clients to develop tailored commercial programmes that really take advantage of today’s omnichannel communications landscape.