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	<title>Undercurrent &#187; trade media</title>
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		<title>Advancing credibility and storytelling in PR with video</title>
		<link>http://blog.tworiversmarketing.com/2012/01/advancing-credibility-and-storytelling-in-pr-with-video/</link>
		<comments>http://blog.tworiversmarketing.com/2012/01/advancing-credibility-and-storytelling-in-pr-with-video/#comments</comments>
		<pubDate>Fri, 06 Jan 2012 16:55:08 +0000</pubDate>
		<dc:creator>Bill Elverman</dc:creator>
				<category><![CDATA[Marketing]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[public relations]]></category>
		<category><![CDATA[technology]]></category>
		<category><![CDATA[trade media]]></category>

		<guid isPermaLink="false">http://blog.tworiversmarketing.com/?p=1820</guid>
		<description><![CDATA[Third-party credibility: the keystone of any good PR effort. Your potential customers are always more interested to hear what their peers have to say about you than what you have to say about yourself. As an old colleague of mine used to say, every mother is going to call her son handsome, regardless of the [...]]]></description>
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		<slash:comments>1</slash:comments>
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		<title>Making connections at trade shows</title>
		<link>http://blog.tworiversmarketing.com/2010/11/making-connections-at-trade-shows/</link>
		<comments>http://blog.tworiversmarketing.com/2010/11/making-connections-at-trade-shows/#comments</comments>
		<pubDate>Thu, 04 Nov 2010 21:29:45 +0000</pubDate>
		<dc:creator>Dan Barnes</dc:creator>
				<category><![CDATA[Marketing]]></category>
		<category><![CDATA[B-to-B]]></category>
		<category><![CDATA[strategy]]></category>
		<category><![CDATA[trade media]]></category>

		<guid isPermaLink="false">http://blog.tworiversmarketing.com/?p=859</guid>
		<description><![CDATA[The last few years have generated a variety of new communication channels to explore and test. Traditional media, social, mobile, viral, experiential, virtual, and the list goes on. But, one channel that is critical to our agency clients has been around a long time: trade shows. There is clearly a right and wrong way to [...]]]></description>
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		<slash:comments>1</slash:comments>
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		<title>Putting the relationship back into media relations</title>
		<link>http://blog.tworiversmarketing.com/2010/07/putting-the-relationship-back-into-media-relations/</link>
		<comments>http://blog.tworiversmarketing.com/2010/07/putting-the-relationship-back-into-media-relations/#comments</comments>
		<pubDate>Wed, 07 Jul 2010 14:34:36 +0000</pubDate>
		<dc:creator>Greg Ehm</dc:creator>
				<category><![CDATA[Marketing]]></category>
		<category><![CDATA[public relations]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[technology]]></category>
		<category><![CDATA[trade media]]></category>

		<guid isPermaLink="false">http://blog.tworiversmarketing.com/?p=657</guid>
		<description><![CDATA[When I started my career in media relations we didn’t have e-mail and our primary way to communicate with the media was via the phone or through personal contact. However, as new technology — e-mail and now Twitter — has emerged I find our profession relying more on these new technologies to communicate with the [...]]]></description>
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		<slash:comments>1</slash:comments>
		</item>
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		<title>Got relationships?</title>
		<link>http://blog.tworiversmarketing.com/2010/06/got-relationships/</link>
		<comments>http://blog.tworiversmarketing.com/2010/06/got-relationships/#comments</comments>
		<pubDate>Mon, 28 Jun 2010 20:15:09 +0000</pubDate>
		<dc:creator>Christina Schave</dc:creator>
				<category><![CDATA[Marketing]]></category>
		<category><![CDATA[public relations]]></category>
		<category><![CDATA[strategy]]></category>
		<category><![CDATA[trade media]]></category>

		<guid isPermaLink="false">http://blog.tworiversmarketing.com/?p=610</guid>
		<description><![CDATA[When my colleague Greg Ehm and I began formulating this two-part series on bridging the gap and improving communication among public relations professionals and print and online editors, I knew I didn’t have a lot of experience in the PR world yet (I’ve been at Two Rivers Marketing for three months). But, I was a [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>To pay, or not to pay?</title>
		<link>http://blog.tworiversmarketing.com/2010/02/to-pay-or-not-to-pay/</link>
		<comments>http://blog.tworiversmarketing.com/2010/02/to-pay-or-not-to-pay/#comments</comments>
		<pubDate>Thu, 18 Feb 2010 15:52:58 +0000</pubDate>
		<dc:creator>Dan Barnes</dc:creator>
				<category><![CDATA[Marketing]]></category>
		<category><![CDATA[public relations]]></category>
		<category><![CDATA[trade media]]></category>

		<guid isPermaLink="false">http://blog.tworiversmarketing.com/?p=423</guid>
		<description><![CDATA[Advertising dollars fund editorial staffing and production costs for print media properties. Advertising rates are based on circulation and readership. Media circulation and readership has declined because media properties have made news and information available for free. Advertisers are retreating from traditional print because of circulation decline. Media properties now have to rely on their [...]]]></description>
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		<slash:comments>2</slash:comments>
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		<title>Custom publishing thriving in otherwise difficult market</title>
		<link>http://blog.tworiversmarketing.com/2010/02/custom-publishing/</link>
		<comments>http://blog.tworiversmarketing.com/2010/02/custom-publishing/#comments</comments>
		<pubDate>Wed, 03 Feb 2010 21:29:07 +0000</pubDate>
		<dc:creator>Ryan Johnson</dc:creator>
				<category><![CDATA[Marketing]]></category>
		<category><![CDATA[B-to-B]]></category>
		<category><![CDATA[public relations]]></category>
		<category><![CDATA[trade media]]></category>

		<guid isPermaLink="false">http://blog.tworiversmarketing.com/?p=369</guid>
		<description><![CDATA[While many areas of advertising, public relations, and marketing were suffering from budget casualties in 2009, there was a bright spot last year that seems to be carrying through into the new decade, and that is custom publishing. According to the Custom Publishing Council (CPC), &#8220;Custom publishing marries the marketing ambitions of a company with [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>More trade shows and websites may soon be audited</title>
		<link>http://blog.tworiversmarketing.com/2009/12/wow-trade-shows-and-websites-may-soon-be-audited/</link>
		<comments>http://blog.tworiversmarketing.com/2009/12/wow-trade-shows-and-websites-may-soon-be-audited/#comments</comments>
		<pubDate>Fri, 11 Dec 2009 17:25:50 +0000</pubDate>
		<dc:creator>Jeff White</dc:creator>
				<category><![CDATA[Marketing]]></category>
		<category><![CDATA[B-to-B]]></category>
		<category><![CDATA[trade media]]></category>

		<guid isPermaLink="false">http://blog.tworiversmarketing.com/?p=274</guid>
		<description><![CDATA[We are all familiar with the publication auditing bureaus that serve many of the trades we’re involved in, independently ensuring that print publications’ circulation claims are valid, which has proved beneficial for both sides: selling print space and buying it. Business-to-business marketers have for years been pointing to that model, asking when trade shows can [...]]]></description>
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		<slash:comments>2</slash:comments>
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		<title>Trade media: Relationship between paid space and earned editorial not taboo</title>
		<link>http://blog.tworiversmarketing.com/2009/10/paid-space-to-earned-editorial/</link>
		<comments>http://blog.tworiversmarketing.com/2009/10/paid-space-to-earned-editorial/#comments</comments>
		<pubDate>Thu, 15 Oct 2009 12:51:25 +0000</pubDate>
		<dc:creator>Jeff White</dc:creator>
				<category><![CDATA[Marketing]]></category>
		<category><![CDATA[B-to-B]]></category>
		<category><![CDATA[public relations]]></category>
		<category><![CDATA[trade media]]></category>

		<guid isPermaLink="false">http://blog.tworiversmarketing.com/?p=80</guid>
		<description><![CDATA[Most of us have been conditioned as public relations people — and marketing communicators — to believe paid advertising and editorial are separate. I’ve even heard the phrase, “church and state.” For mainstream media, that may be true on some levels. I could put together a pretty good case that local television stations and newspapers [...]]]></description>
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		<slash:comments>2</slash:comments>
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