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Business to business Magazines

Ian Reeves. Business to business Magazines. B2B magazines. Magazines published to provide information pertinent to their readers ’ working lives Often paid for by subscription, usually distributed via the postal service

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Business to business Magazines

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  1. Ian Reeves Business to business Magazines

  2. B2B magazines • Magazines published to provide information pertinent to their readers’ working lives • Often paid for by subscription, usually distributed via the postal service • Sometimes distributed by ‘controlled circulation’ – sent directly to people with specific job titles who are attractive to advertisers

  3. B2B magazines

  4. B2B magazines • 4,560 business magazines were being published in the UK in 2012 • Number of titles has been dropping since 2008 • Advertising expenditure in business sector dropped by 51 per cent between 2007 and 2011 – from £968m to £472m

  5. B2B sector value • The Business Information sector is worth £15 billionaccording to the Periodical Publishers Association • It employs70,000 people

  6. B2B revenue streams • Print magazine display advertising • Print magazine classified advertising • Digital edition advertising • Digital edition paywalls • Email newsletters • Awards • Events • Data sales

  7. Digital growth • Digital activities account for 51% of B2B industry revenues currently, rising to a predicted 66% in two years’ time

  8. B2B’s move to digital • Increase in number of publications going ‘digital only’ in recent years • Some success with paywalls for some magazines • Classified advertising more difficult to monetise online • Recent print closures: Design Week, New Media Age, Accountancy Age, Computer Weekly, Media Week, Lloyds List

  9. Selected B2B publishers • Centaur Media: Marketing Week, The Lawyer • Incisive Media: Accountancy Age, Investment Week • Reed Business Information: New Scientist, Flight International, Farmer’s Weekly • Metropolis International: Property Week • UBM: Building • Top Right: Retail Week, Construction News, Draper’s Record • William Reed: The Grocer

  10. Further reading • Commercial pressures on B2B journalists • Journalism survey 2015: B2B • Emap titles to go digital-only • How the web transformed the weekly B2B magazinehttp://www.pressgazette.co.uk/content/and-along-came-internet-how-web-transformed-weekly • Paywall lessons from B2B publishershttp://www.journalism.co.uk/news/-dms13-from-free-to-paid-for-paywall-lessons-from-b2b-publishers-/s2/a552142/ • Sector analysis: B2B publishinghttp://www.mediaweek.co.uk/article/1152013/sector-analysis-b2b-publishing

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