B2B publishing has quietly become one of the healthier parts of the industry. The trade press that once lived on display and recruitment advertising now earns more of its money from subscriptions, data, events and membership, and private equity has noticed.
The shift meant giving up some old habits. Controlled circulation made sense in print, but open websites gave away what the magazine kept for qualified readers, and the publishers doing best have taken back control of their audiences through registration and paywalls. The Lawyer moved from an advertising-led business to one where paid content brings in over 40 per cent of revenue.
Don’t delude yourself because the barriers to entry in publishing are now non-existent.
Amanda Barnes B2B media
Specialist knowledge is the defence. AI makes generic information close to worthless, so the value lies in proprietary data, tools readers rely on in their daily work and journalism only a specialist could produce, as Computer Weekly's Post Office investigation showed. Print hasn't vanished either. Some publishers now sell it alongside digital at the same price and let readers choose.
Below you'll find some of our best feature articles on B2B and trade media, from subscriptions and data products to events, print, consolidation and specialist journalism, alongside our latest news and industry commentary.
We asked Amanda Barnes, chief executive of Faversham House, what does best practice publishing look like in B2B media? This is what she said…
Rory Brown has enjoyed great success in business media. Having last year sold AgriBriefing and now following new paths in the B2B space, he takes some time out to tell us what he has learned on his journey so far…
Print is certainly not dead, says Chairman Mark Allen. However, you need to offer readers choice and be neutral and agnostic about the outcome.
The Lawyer has been on quite a journey, successfully transitioning from a controlled circulation ad-driven model to a high value enterprise subs one. Andy Baker talks Meg Carter through the key stages and what they’ve learnt along the way.
In the first of our new ‘Digital Horizons’ series, Tom Lake, director of product and technology at Infopro Digital, looks at the tech opportunities and challenges facing his company and the wider B2B sector.
The future of B2B lies in serving your sector in three connected ways: information, intelligence and events.
John Barnes, chief digital officer, William Reed Business Media, tells Ciar Byrne about how the B2B media sector is managing the digital transformation journey.
Computer Weekly deserves much credit for its role in investigating the Horizon IT scandal. Dickon Ross looks at what lessons other B2B journalists can take from their work.
The general expectation is that the buying and selling of media brands is going to increase significantly in 2025. A number of companies have been quietly building up their war-chests during a wobbly 2024, reports Jim Bilton.
If you’re thinking of setting up a membership scheme, be prepared to play the long game because success doesn’t come overnight.
There are few more central roles in UK media than that of chief executive of the ABC. Chris Boyd has occupied that position for eight years, during a period of tumultuous change in the industry. Chris steps down in October and, here, he tells Lucy Ai
If only advertisers would keep things simple and only order DPSs, publishers’ lives would be a lot easier! Inserts are anything but simple, and all-too-often lead to heightened stress levels, late mailings and increased costs. Ian Phillips lets off s
There can never have been a more exciting time to work in circulation, says Kevin McCormick. That may sound strange against a general backdrop of circulation declines, increasing promotional costs, high unsolds, poor return on investment, supply chai
Gift subscriptions are growing in importance for consumer magazine publishers of all shapes and sizes. They have also been the focus of industry-wide consumer awareness campaigns co-ordinated by PPA and Royal Mail. One of the leading online magazine
The grass is always greener! Ever fancied plying your trade abroad? Singapore, perhaps? There are some very obvious draws, but also some unexpected drawbacks. Sara Howers has just spent a year there. Here’s her despatch ...
Most publishers claim to know their readers; to know their likes, dislikes, hopes and fears. This is quite surprising because most publishers don’t actually get face to face with their readers very often. This is a missed opportunity, because the per
Magazine Week is becoming an annual event after its initial trial last year. Yet, what is it all about? What is happening? And can it really work? Jim Bilton of Wessenden Marketing is the project manager for Magazine Week 2008 and, here, he explains
There have never been so many tools at the direct marketer’s disposal, or so much pressure on them to use those tools responsibly. With so many variables in play, it is imperative, says Phil Whomes, that publishers adopt a systematic approach to test
As of mid-June 2008, the US government and economists continued to debate over whether the country is or is not heading into an official recession. Meanwhile, says Karlene Lukovitz, the fallout from the seriously troubled economy is, unfortunately, a
Trying to second guess the thought processes of the consumer as they progress through a store is an ongoing obsession for retail marketers. Recent research from Marketforce seeks to shed light on what impact in-store promotional mechanics have on mag
The web is now a major source of magazine subscriptions, via publishers’ own sites and third party online magazine shops. One of the leading online shops, iSUBSCRiBE, recently commissioned Wessenden Marketing to undertake research into their customer
US B2Bs are under pressure from rising costs and declining revenues in their print markets and from the need for continual investment and innovation in digital. As a result, says Karlene Lukovitz, B2B staff are having to burn the candle at both ends
Recent research suggests that one of the barriers to growing subs, is the perceived inflexibility of the subscription offer. The standard set term / single title offer isn’t an attractive enough proposition, especially for gift purchasers. Armed with
Getting customer service right costs money, but does it cost as much as getting it wrong? Publishers, whose profits are based on repeat business, can’t afford to alienate customers. Jess Burney looks at the importance of joining up the customer journ
A shortage of data and an overcrowded newsstand are two of the challenges facing UK publishers eyeing up the German market. However, a population of 83 million, and German speakers in Austria and Switzerland to boot, is a considerable prize. Paride F
