1. Ian Reeves

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  4,560 business magazines were being published in the UK in 2012  The sector is worth £1.6billion  Number of titles has been dropping since 2008  Advertising expenditure dropped by 51 per cent between 2007 and 2011 – from £968m to £472m

4. B2B sector value

5. Comparative ad expenditure

6. B2B revenue streams

7. B2B magazines

8. Top 10 B2B magazines

9. B2B sectors

10. 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

11. 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

12. Further reading  Have trade magazines got a shelf life? http://www.theguardian.com/media/2011/apr/25/tra de-magazines-online-only http://www.theguardian.com/media/2011/apr/25/tra de-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