Unformatted text preview: mance Report, a statistical review of more than 1,700
independent shoe retail companies. They sell it for $50 to members, or $100 to non-members. It
covers men’s, women’s, children’s, and family shoe companies, and includes standard ﬁnancials,
statistics, and other information. Business Publications
Business magazines are an important source of business information. Aside from the major generalinterest business publications such as Business Week, Wall Street Journal, etc., there are many specialty
publications that look at speciﬁc industries.
Specialization is an important trend in the publishing business. Dingbats and Widgets may be boring
to the general public, but they are exciting to Dingbat and Widget manufacturers who read about
them regularly in their specialized magazines. The magazines are an important medium for industryspeciﬁc advertising, which is important to readers as well as advertisers.
The editorial staffs of these magazines have to ﬁll the space between the ads. They do that by
publishing as much industry-speciﬁc information as they can ﬁnd, including statistics, forecasts, and
industry proﬁles. Paging through one of these magazines can sometimes produce a great deal of CHAPTER 9: THE BUSINESS YOU’RE IN 9.9 business forecasting and economic information.
Several good reference sources list magazines, journals, and other publications. They also offer indices
to published articles, which you can use to search for the exact references you need. These will be kept
in the reference section of most libraries:
• Readers’ Guide to Periodical Literature indexes popular magazines. It is published by H.W. Wilson
of New York, www.hwwilson.com. Hard copies are available in most library reference sections, but
the website is more immediate. • Business Periodicals Index, also published by H.W. Wilson of New York. Indexes business magazines and journals only. Use the indices to identify published information that might help your business plan. When you ﬁnd
an index listing for an article that forecas...
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