This is an Open Letter written by Communication & Content Specialist Coral-Lynn Fraser-Campbell

I am writing to you with an important warning. Many of you know that I have always taken a firm stance against the rise of dubious publishing platforms that have proliferated in recent years - many of which include “Africa” or a regional reference in their titles. These platforms are designed to mislead businesses unfamiliar with the B2B trade and technical publishing landscape into spending money on advertising that often provides little to no real exposure.

In many cases, these so-called publishers lift advertising material from credible publications - both online and print - without permission. While some may see this as free exposure, I view it as outright theft, enabling fraudsters to profit dishonestly. 

Shockingly, some of these publications are never even printed or distributed - whether physically or digitally - meaning advertisers’ money is simply pocketed by individuals of questionable integrity. In some cases of which I am patently aware, a handful of publications are printed so these can be handed to unsuspecting advertisers or made available at exhibitions, as proof that the publication exists.

There are clear red flags in their marketing claims, such as exaggerated distribution figures - one even claims to print 15 000 copies in a small mining region. Much of the text used in the marketing collateral is lifted from more credible publishers’ material – this is a fact.

Today, I encountered an even, more alarming incident of what can only be called gross misinformation. A self-proclaimed publisher listed on his LinkedIn profile that he was employed as a Sales Manager at Engineering News from January 2015 to April 2018.

Suspecting this to be false, I reached out to Creamer Media, one of the most reputable publishers, and they confirmed he had never worked there. When I confronted the individual in question via a DM on LinkedIn and an email, his initial response was bizarre. To quote – “Hello Where did you find these accusations?”, and shortly after this communication he changed his listed employer to another publication.

It is becoming increasingly clear that these rogue publishers operate similarly to the construction mafia - manipulating the industry while legitimate and credible publishers struggle to secure advertising spend, even from global companies. The spread of misinformation is damaging to our industry, and uninformed advertisers are unknowingly fuelling this deception.

It’s time to take a stand. Will you join me in exposing and challenging these fraudulent operators?

Coral-Lynn Fraser-Campbell 

Communication & Content Specialist

Coralynne & Associates