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Published byCollin Atkinson Modified over 9 years ago
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Ian Reeves
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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
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B2B magazines
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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
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B2B sector value The Business Information sector is worth £15 billion according to the Periodical Publishers Association It employs 70,000 people
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B2B revenue streams Print magazine display advertising Print magazine classified advertising Digital edition advertising Digital edition paywalls Email newsletters Awards Events Data sales
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Digital growth Digital activities account for 51% of B2B industry revenues currently, rising to a predicted 66% in two years’ time
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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
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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 United Business Media: Property Week, Building Emap: Retail Week, Construction News, Draper’s Record
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Further reading Have trade magazines got a shelf life? http://www.theguardian.com/media/2011/apr/25/trade- magazines-online-only http://www.theguardian.com/media/2011/apr/25/trade- magazines-online-only How the web transformed the weekly B2B magazine http://www.pressgazette.co.uk/content/and-along- came-internet-how-web-transformed-weekly http://www.pressgazette.co.uk/content/and-along- came-internet-how-web-transformed-weekly Paywall lessons from B2B publishers http://www.journalism.co.uk/news/-dms13-from-free-to- paid-for-paywall-lessons-from-b2b-publishers- /s2/a552142/ http://www.journalism.co.uk/news/-dms13-from-free-to- paid-for-paywall-lessons-from-b2b-publishers- /s2/a552142/ Sector analysis: B2B publishing http://www.mediaweek.co.uk/article/1152013/sector- analysis-b2b-publishing http://www.mediaweek.co.uk/article/1152013/sector- analysis-b2b-publishing Commercial pressures on B2B journalists http://www.pressgazette.co.uk/content/commercial- pressure-means-boundaries-are-being-pushed- dangerous-extent-b2b-journalists http://www.pressgazette.co.uk/content/commercial- pressure-means-boundaries-are-being-pushed- dangerous-extent-b2b-journalists
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