TRADE PRESS: READ AND REACT

In recent months, Ziff-Davis has folded a magazine in a dying market, dropped advertising from another in a waning market, and bought two in the growing interactive field. This fall, the computer trade publisher will team up with seven big-city newspapers to reach the burgeoning small and home officer user. ‘The point is to make sure you’ve got radar installations in all the right places,’ says Ziff spokesman Greg Jarboe. ‘You must move with the market.’
That’s been a hard lesson for the trade press, which is so closely linked to its marketplace that there’s little room for error.