The value proposition for a business-to-business media outlet like Coal Age can be narrowed to three areas: quality editorial, engaged readers and advertising support. Coal Age checks all three boxes. Mining Media International, Inc. (MMI) recently published the 2024 Media Kit for Coal Age. A copy of the kit can be requested at wwww.coalage.com. It provides key information that savvy mining marketers already know, but readers and mining companies may not: How to work with Coal Age to reach a wide audience of decision makers in the coal mining business.
One of those key pieces of information is the 2024 Editorial Calendar, which describes when the Coal Age editorial team will be writing about certain subjects. The editors, who are listed on the masthead to the right of this column, strive each month to deliver balanced reporting on technical developments with coal mining and processing methods and equipment. Their bylines are visible on the feature articles.
As far as readership, Coal Age claims 10,000 readers worldwide. MMI mails more than 7,900 printed copies of Coal Age 10 times per year and the magazine has nearly 4,000 subscribers to the digital edition. It doesn’t take a rock scientist to determine that there might be some overlap. More importantly, MMI can show the breakdown of its readership by discipline, and by title.
MMI makes a signiﬁcant investment in maintaining Coal Age’s readership. It’s an active database of coal mining and processing professionals. If readers have not renewed their subscriptions in the last three years, they are culled from the list and new readers are added. Before working with any publisher, ask them about their audience and they should know who they are mailing magazines to.
These days, Coal Age is much more than a monthly magazine and that’s why we use the term media outlet. Coal Age provides information through its website, MMI’s free weekly e-newsletter, and its social media posts. Coal Age can also host webinars for niche subjects. In addition to reaching readers through the pages of Coal Age, marketers can use digital methods as well.
If a business-to-business media outlet, like Coal Age, has quality editorial content and an engaged readership, marketers tend to advertise more frequently, which provides a revenue source for the publisher to make the investments to maintain the business. The entire team at MMI appreciates Coal Age’s loyal readership and all the companies that advertise with Coal Age. Thank you! We look forward to serving the coal mining and processing sector. Enjoy this edition of Coal Age.