“Our survey is designed to do two things: give a voice to the trade media about what’s important to them and share that information to help manufacturers make better marketing decisions when it comes to the trade media they depend on,” said Spaulding Communications President Matt Spaulding. “The results show there are many things manufacturers can do to improve how they work with the trade media. It’s not surprising that building closer relationships and having a stronger understanding of each publication are two of the most critical.”

Other key results from the survey include:

• • Nearly 70% of respondents say they want manufacturers to know they offer tailored solutions beyond what is in their media kit.
  • 50% say gaining more editorial coverage requires a better understanding of their editorial focus before sending press releases or pitches.
  • 80% say growing advertisers and advertising revenue is the number one challenge they face this year.
  • 90% say their publication is most focused on offering insight and analysis to help readers navigate industry challenges and opportunities, not on covering breaking news.

When asked to provide comments, several key insights emerged:

• • “Don’t forget that we’re a news outlet with a job to do. Send us your company news. And offer to be a quick and easy resource via interviews and other means.”
  • “Make our lives a touch easier and your odds for placement inclusion go up drastically.”
  • “Try and adjust the announcement to be unique [to each publication] and their audience – don’t send us just the same news.”
  • “Our best collaborations provide our audience with exclusive content opportunities.”
  • “Not everything needs to be about digital and AI.”
  • “We want to be receiving more pitches on future-forward industry trends.”
  • “Be sure to market the solution over the product. Answer the question of what this will do for consumers that they couldn’t do before.”

From May to July, Spaulding Communications invited publishers, editors and writers from numerous industries ranging from kitchen, bath and flooring to lighting and architectural products to answer six multiple-choice questions. Among the questions asked: What’s the number one challenge you’re facing in 2025? From an editorial perspective, how can manufacturers improve their collaboration with you? What do you wish manufacturers understood about your publication?

Summing up the importance of the survey, Spaulding said: “Every industry becomes stronger when trade media and manufacturers work better together. As an agency that partners closely with both, we hope this survey bridges gaps and ultimately helps everyone in their industries become stronger and more successful.”

Commercial building and interior product manufacturers and trade media wanting more information can visit spauldingcommunications.com.