113: Are DSRs the "new" foodservice trade media?
2010 has been a banner news year for foodservice print publications. Nation's Restaurant News cut publishing from a weekly to 26 issues per year. Restaurant Business and other Ideal publications merged with another media conglomerate. All foodservice-related publications owned by Reed, including Restaurant & Institutions and Chain Leader, are closing up shop completely!
What does this have to do with DSR communications? Well, there's almost no direct impact. DSRs are notoriously bad at reading stuff (Bill's comment). They're simply too busy. And they're "social creatures" who are influenced best by being part of a conversation versus hunkering down to study details (i.e. read!).
Most often, they learn "just in time" for their next customer meeting often by making phone calls or zipping through online resources.
But the recent trade media bumps shed light on the old realities of the "new" trade media...
DSRs and distributors don't simply sell and ship cases of stuff...
they are (and have been) the PRIMARY news source
for operator customers (especially independents).
The changes in traditional trade media are simply increasing the reliance on DSRs and distributors as content providers to operator customers at many levels. But it's not the standard "brand marketing" you might see in a trade magazine... it's action-oriented, "give me the facts", marketing-through-education that works in this new media.
Some of this new media is downright ugly! But it's effective. And it's the most likely way an operator customer will view your brand every day, in every market.
DSR Live co-hosts DSR Dave Miesse and Bill Hornung yak in this multi-part series on how brands can take advantage of the fundamental shifts to the "new trade media"... and how the changes will effect every foodservice marketer's job.