When you think of “the media” you probably think:

• The New York Times

• Oprah Winfrey

• Good Morning America

• Huffington Post

• Or maybe even a top podcast, such as The Art of Charm or Ted Talks Audio

And while those and many, many others are certainly at the top of every would-be media star’s wish list, there’s an even larger subset of media outlets no one talks about—and that you may never have heard of.

Trade publications are typically print magazines written and designed for a specific industry. While they don’t enjoy the name recognition of The New York Times or Huffington Post, they do have one huge benefit to you: a highly targeted audience.

Let’s face it, unless you’re working in the fitness industry, you’re not likely reading publications such as American Fitness or Fitness Trainer Magazine.

But if you’re a coach who helps fitness enthusiasts transition from gym employee to high-paid personal health coach, those are exactly the types of media you should be looking for.

Are they as sexy as being able to brag about a featured spot on the Today Show? Maybe not, but they do:

• Put you directly in front of your ideal audience, rather than a broad, disinterested one.

• Give you those all-important “clips” that show off your expertise to larger outlets.

• Typically offer a lot more space to share your message.

Not only that, but since they typically have a lot fewer pitches to choose from, getting featured in a trade publication tends to be easier than landing a spot on a national stage.

Ready to pitch your message to a trade magazine? Here’s where to start:

Read a few issues first

This should be a no-brainer, but to effectively make your pitch to a trade (or any) magazine or journalist, it pays to know your market. What types of stories do they typically write? What unique “spin” can you put on your message that hasn’t been covered dozens of times already? Why are you the perfect person to be featured? If you can answer these questions in your pitch, they’ll be begging you for an interview.

Don’t use a shotgun

Resist the urge to blast out the same bulk email to several publications all at once. Spend the time to personalize your message, and you’ll be much more likely to get a call back.

And remember, small trade publications have a big reach. Not only will you find yourself in front of your ideal client, but they make a perfect stepping stone to larger, national media outlets, too.