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It has been my belief† for a long time that the vast majority of print
magazine advertisements are never seen by potential customers because very few of
those potential customers ever bother to pick up a print magazine. More than a decade
ago (around 2007) when I was spending my last days working in a corporate environment,
I do not ever recall seeing anyone reading a trade magazine, be it
Microwave Journal,
Microwaves & RF,
Electronic Design,
EE|Times, or any of the others. In fact,
most of the magazines I saw were deposited in the mail room recycle or trash bin
before they ever made it to an engineer's, technician's, or manager's desk. That
is not to say or imply the magazines are not excellent - they are, indeed - but
even back then most people were getting their needed information online. Being able
to show a print version circulation number to advertisers does not in any way correlate
directly to the number of potential customers who will ever see their advertisements.
I still like to read through the print versions of magazines to look for useful
fodder for posting here on RF Cafe (I do the same thing for my hobby website,
AirplanesAndRockets.com). The
quality of the advertisements is outstanding; artists and layout folks at the companies
do amazing work. It's a shame almost nobody will ever see and appreciate it. I see
it, and I appreciate it.
Oddly enough, almost none of these ads (usually full-page or even 2 page) are
made available on the companies' websites. I don't know why ... they should be.
Online versions of the magazines usually include advertisement placements like in
the print versions.
In an effort to make what I consider to be very well done and useful information
available to engineers, technicians, managers, students, and hobbyists (who often
are a combination of two or more of the aforementioned), I am going to scan and
post a sampling of the advertisements here on RF Cafe. With RF Cafe prominence
in Internet searches using major search engines, there is a good likelihood that
one of the company advertisements will appear - especially in an image search. Images
are unaltered from the original scan other than for contrast and lightness in order
to minimize noise.
If any company is opposed to having its advertisement displayed here, please
send me an e-mail and I will remove it immediately. There is no charge or expectation
of an in-kind promotion, favor, or payment of any form. This is a service to RF Cafe
visitors and to the companies who keep them employed and supplied with needed products
and services. In fact, that is what RF Cafe has always been about since its
inception in July of 1999!
† This is my opinion based on personal observation. The situation might
change over time without my noticing it.
Posted August 1, 2022
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