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Explore the shift from print to digital in B2B magazines, impacting revenue streams, publishing trends, and audience engagement. Learn about the challenges and successes faced by leading publishers in adapting to the changing landscape.
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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 • Sometimes distributed by ‘controlled circulation’ – sent directly to people with specific job titles who are attractive to advertisers
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
B2B sector value • The Business Information sector is worth £15 billionaccording to the Periodical Publishers Association • It employs70,000 people
B2B revenue streams • Print magazine display advertising • Print magazine classified advertising • Digital edition advertising • Digital edition paywalls • Email newsletters • Awards • Events • Data sales
Digital growth • Digital activities account for 51% of B2B industry revenues currently, rising to a predicted 66% in two years’ time
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
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
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