Media outlets in the U.K. and U.S. cut almost 4,000 jobs in 2024. Already this year, too, The Washington Post, MSNBC and The Wall Street Journal have made significant layoffs.
As mainstream media struggles, journalists would be wise to consider alternative career paths in the industry. One stable yet often overlooked option is trade, or B2B, journalism.
“When I started in journalism more than 30 years ago, trade publications were respected but often seen as a transition to something bigger,” said Rob Wells, a journalism professor at the University of Maryland. “However, many trade publications such as Inside Mortgage Finance and Aviation Week produce high-quality journalism that holds powerful figures accountable.”
Trade journalism provides industry-specific news and advertising for professionals in a given field. B2B publications are similar to community journalism; reporters treat an industry like a city or town beat, according to Wells. “It’s a small community because, as a journalist, you’re talking to a discrete set of leaders,” he said. “There is close interaction between the journalists and this group of business-to-business (B2B) players.”
Trade publications have proven sustainable, having generated an estimated $37 billion in revenue in 2021, according to the consulting firm Outsell Inc., Wells wrote in “The Routledge Companion to Business Journalism.” Digital and print advertising accounted for 84% of this figure.
While trade publications may have a smaller following, they benefit from having a specific, well-defined readership. “If it’s a real estate trade journal, the audience is 100% real estate,” said Andrew King, editor at the real estate trade journal, RISMedia. “We don't have to worry about using a lot of ads in order to get 1% of the audience. The demographic is there.”
Is trade journalism right for you?
If you’re drawn to niche publications that cater to in-depth industry coverage, trade journalism might be a good fit for you. “You’d know it was right for you if you read a trade publication, found it interesting, and connected with its coverage,” said Wells. He cited Women’s Wear Daily as an example of a trade publication that offers vibrant reporting on the fashion industry. Tax Notes, though maybe not as exciting, offers similarly valuable content for tax professionals.
Independent trade publications like American Banker can provide better work-life balance and a more competitive pay than a traditional newsroom, too, making them a stable and fulfilling career choice, said Wells.
Here are 10 tips for breaking into trade journalism.
(1) Find a niche
Identify industries that interest you and research relevant trade associations and industry publications. Consider what excites you, such as a hobby or topic you already know well or have previously reported on. “If something interests you, chances are there’s an audience for it,” said King.
Try searching for keywords related to topics you enjoy and find B2B publications reporting on them. Helpfully, WebWire catalogs publications by industry.
(2) Develop multiple skill sets
While specializing in one industry helps you build credibility and learn relevant lexicon, developing a broad range of skills across different roles and industries can be just as valuable, especially if you're unsure where to focus.
“There are different flavors of B2B journalism: you could be writing in-house at a startup, working with clients at an agency, or reporting for a trade publication,” said Emily Schwartz, a former journalist now in B2B communications at Haus. “These roles will demand different skill sets that can open up a new world where you're learning about AI, web development, and social media. It’s like journalism in 3D. I've seen traditional journalists pivot to being more generalist B2B content managers that traverse across industries, often bringing really outstanding and diverse skills.”
(3) Choose growth industries
Consider industries with strong growth potential. AI, for instance, has transformed multiple sectors. Since January 2022, 270 companies have spent over $21 million on advertising AI products across TV, print, and digital media, according to MediaRadar data.
Health care has also experienced explosive innovation in recent years, particularly in tech-enabled healthcare services and devices. Arizona State University offers a list of some of the fastest growing industries in 2025.
(4) Look at trade associations
Trade associations frequently need writers.
Alyson Austin, who works with trade journalists through her public relations firm, Gaffney Austin, began her career at the National Association of Home Builders, where she learned the ins and outs of building. This enabled her to develop expertise in the construction trades necessary to build houses, which paved the way for her career in real estate and mortgage journalism.
(5) Develop basic proficiency
Before pitching an editor or applying for a job at a trade publication, research relevant issues, learn key industry terms, and develop story ideas.
“My experience with editors hiring for trade publications is that they don’t expect fully-formed experts but [they] want people who [they] can train and get up to speed,” said Wells. When he joined Bloomberg to cover banking, he underwent training to acquire the knowledge needed for the beat.
(6) Reach out to editors
Generally, trade publications have an editorial structure similar to mainstream newspapers. Most have a managing editor you can pitch to.
“A lot of trade publications rely on freelancers. Your negotiation position depends on topic complexity, word count, and reporting depth,” said King. “If you’re just starting out or you’re green to the industry, you might want to charge around 10 cents per word. Once you have a portfolio, you can leverage it for better rates.”
(7) Simplify industry jargon
Trade journalism targets specialists, but not every reader is an expert.
“It’s like translating from geek to Greek,” said Babar Khan Javed, chief communications officer at Z2C Limited. “You need to take technical jargon and make it accessible and interesting for industry professionals and a general audience. Also, learn to be mindful of your audience's level of expertise. You need to be able to tune in to their interests and pain points, and then tailor your message accordingly.”
(8) Use data effectively
Data is crucial in trade journalism; the key is connecting numbers to real-world examples. King recently covered a report on how climate change is driving populations away from certain areas, for instance southern California due to the wildfires. The report highlighted rising insurance costs in these high-risk areas.
While interviewing experts, he uncovered solutions like pooled insurance and new building standards. His final piece presented the data and told a story that showed both risks and potential solutions.
(9) Don’t over-rely on mainstream media reporting tendencies
At times, mainstream journalism tends to emphasize drama and conflict to create compelling stories. This approach doesn’t always translate well to trade journalism. B2B publications serve as champions of their industries, prioritizing solutions over controversy or negativity, said King.
For example, while it may be tempting to focus heavily on a business’ past struggles, such as losing a certain percentage of clients due to a disaster, B2B audiences are more interested in how the business recovers and innovates.
Overemphasizing setbacks could alienate sources and miss the publication’s core mission. Instead, adjust your reporting style by shifting the focus from problems to solutions.
(10) Network with industry professionals
It’s important to network with sources and industry professionals by attending conferences, trade shows, expos, and industry events. These events usually attract business leaders, technical experts, and key decision-makers. Through connecting with these sources, you can identify trending stories and understand the industry’s priorities. Participating in webinars and engaging in industry forums can further expand your network and enhance your coverage.
Meet with editors, talk to fellow trade reporters and you might just find an excellent fit. “If you know of any journalists who have switched from traditional media to trade journalism, talk to them and be open to any opportunities you might hear,” said Wells.
“Trade journalism can be a surprisingly rewarding career path, but you have to be willing to adapt, learn, and engage with the industry.”
Photo by Greg Bulla on Unsplash.
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