Trade Publications have articles written by people who are members of the industry or profession. The content may be peer reviewed by member of the field, or they may be paid writers with articles reviewed by the editor. The publication usually includes advertisements catering to that demographic. The articles are:

• written for members of an industry or profession and written in their language,
• short and provide industry news, career and conference or conventions information,
• may have reference or footnotes, and
• present the commercial side of the profession (rather than scholarly).

Here are some trade publications that relate to the equipment rental industry:

You can also search across lots of different publications and media sources by using an article database. 

The NAICS code is a 6 digit code used by the US government to define and designate the industry. It is not uncommon for a business to have more than one code. Using a NAICS code to search a business database can help you find important information more efficiently. 

Most states have a set of licensed resources they make available to their residents for free. Knowing how to find and use them can give you a competitive edge in your market research.

Suggested Mel.org business research databases