Special Report: No. 10

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With foodservice manufacturers constantly rolling out new products, Nation's Restaurant News—-a weekly must-read in the industry—takes a slice-and-dice approach to marketing.

Since 1995, Nation's has operated with five different revenue streams, including print, online, events, custom publishing and classified. They're part of the multi-faceted marketing menu offered by Nation's in response to the $400 billion industry it covers.

On the editorial side, Nation's Editor Mitch Irsfeld said: "We're the only weekly publication that gets out in front of the folks who provide the tools for the [food] industry. We cover everything ranging from the one pizzeria operator to the white table cloth restaurant to chain operators."

Nation's Restaurant News
Phone:(212) 756-5196
Ad revenues:$50.8 million
Ad cost:$14,680 1-page 4/C
In 2000, Nation's spiced up editorial with new sections on emerging restaurant chains, e-business and human resources. The magzine carried 3,348 ad pages, which was essentially flat from 1999. However, first-quarter ad pages were up 13% compared with 2000. "We're concerned about having a quality readership of decision-making food service executives," Publisher Alan Gould said.

Rick Segal, president-CEO of HSR Business to Business Inc., a Cincinnati-based ad agency, said he recently shifted the ad dollars for one of his major clients, Hobart Corp., the largest food equipment manufacturer, from a competitor publication to Nation's Restaurant News. "There's value added in a lot of different ways," Segal said. "We have to make sure our client is placed in the first read in the industry."

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