I run a trade association. Like most such bodies, we're funded by all the businesses in our industry to act, work and speak on their mutual behalf. And like most such bodies, that means we're sometimes seen as the poor relation living on their scraps.
While I do believe that it is vital that we modernise and push ourselves forward in business, I actually believe that goes hand-in-hand with being part of a trade body (and all the benefits that brings), rather than being at odds with it.
Going it alone or using an established journal each have their benefits and if you can use both in a combined communication strategy then it's even better for your brand. Try emailing a few trade editors in your industry - they might just like your ideas!