- Buyers Guide
Content marketing is gaining popularity lately as companies try to find new ways to educate their customers and potential customers about their products and services. This is especially important in the RF/microwave industry where it is typically a technical sell to get products designed into a system or point out the features and capabilities of software or test equipment. But with limited resources, it is always a struggle to convince the technical staff who is already overloaded with work to generate quality content. Here are some techniques to accomplish the task and get the most use of the content that is generated.
In order for a company to develop a profitable growth strategy, it should have a detailed understanding of its costs, competitive position and customer environment. However, due to resource constraints, department managers are usually focused on near term issues, and don’t have the time to focus on longer-term strategic issues. As such, any long-term analysis is substituted with conventional wisdom about the company and the markets they compete in. Unfortunately, more often than not, conventional wisdom is far off the mark from reality.
HAPPY (CHINESE) NEW YEAR! As our colleagues on the other side of the globe celebrate their holiday, we at Microwave Journal continue the planning for EDI CON 2014, to be held on April 8-10 in Beijing. The conference program is now completed and the exhibition is nearing capacity. You can check out both at www.ediconchina.com. The March/April issue of MWJ China will serve as the show issue for EDI CON, with ad deadlines of February 27th for space and March 6th for ad material. This is an excellent issue to expand your brand in China, through our 10,000 subscriber database and several thousand bonus distribution via the delegate bag at the show.
“Game changing products” are the result of insight, hard work and smart, creative engineers who keep pushing the boundaries of technology, keeping our industry alive and thriving. The Journal and our readers benefit from their inspiring efforts and willingness to share. As a result, we have a healthy supply of exciting editorial in the pipeline to engage our audience and set the stage for upcoming conferences and trade shows.
Happy New Year! I hope that you’re all rested and ready for 2014. It’s going to be an exciting year for marketing, as the tools to connect and communicate continue to evolve and improve.
At Microwave Journal, we’re starting the year off by featuring “Augmented Reality” in our January issue. This cutting-edge technology brings print to life by embedding video and other rich media into ads and articles in the magazine. The reader simply downloads the free Layar app on their mobile device and scans the augmented content to experience this bridge from the print to the digital world. See Editor Pat Hindle’s article in this edition of The WaveGuide for more information.
Starting with the January 2014 issue, Microwave Journal will be the first publication in the industry to apply this technology by implementing interactive pages that use the augmented reality app Layar. This exciting new technology brings print pages to life by overlaying digital information to give the reader a more immersive and engaging experience.
As we enter December, the MWJ editorial staff is currently busy preparing for next year’s first quarter with contributions from the industry’s leading engineers and scientists. Thanks to their research (and writing), we will be able to keep our readers updated on the latest microwave technologies being introduced. Communication and defense systems continue to proliferate and grow in capability. Thanks to the hard work and creativity of engineers throughout the industry, 2014 should be another banner year for component development and the systems they support.
I hope that all of our readers who celebrate Thanksgiving had an enjoyable holiday. As always, the period from Thanksgiving to Christmas and then New Year’s is a hectic time for most people in both their personal and business lives. The MWJ team is busy working with authors on 2014 articles and with clients, planning next year’s marketing programs. Our 2014 media kit outlines the portfolio of print and electronic products available, and we have products to meet just about all of your marketing requirements.
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RF/microwave connectors are small and often overlooked, but they serve as gateways for many electronic devices and systems, linking components and systems together to enable proper operation. Coaxial connectors are often taken for granted—until they fail. They are instrumental to the operation of many electronic devices and systems, from cellular telephones and wireless data networks to the most advanced radar and electronic-warfare (EW) systems. Whether designing or simply maintaining electronic devices and systems, understanding the role of the RF/microwave connector can help to boost both performance and reliability.