Market Essentials
A series of business guides to foreign markets.
The Brief
Market Essentials is a specialist trade publisher. It publishes a series of business guides in conjunction with UK Trade & Investment, the Government’s investment promotion arm. The guides are in the form of ‘Market Essentials’ folders on particular countries. 
It also publishes a series of more in depth market guides on foreign markets, called ‘Focus On’ guides.
The Scope
The Market Essentials folders are generally between 16 and 32 pages long. As the guides are aimed at British organisations interested in trading abroad, as well as by overseas readers, the content of the publications has to be simple, accessible and concise.
Wordsworks plans the editorial content for each folder, carries out the research using both primary and secondary sources, undertakes any necessary interviews and then writes the editorial. We liaise with appropriate embassies, investment bodies and business groups, as well as British representatives in the UK and abroad, to secure contributions and official sign-off of the final publications.
The procedure for the ‘Focus On’ publications is similar but, with their magazine format and longer length, the research and writing has to be more comprehensive and external contributions have to be edited for style and understanding.
The Results
Since Wordsworks began working with the Market Essentials team in 2002, we have written over 75 Market Essentials folders and Focus On guides.
Documents
A Market Essentials folder
Pages from a ‘Focus On’ guide
