Ian Reeves. B2B magazines Magazines published to provide information pertinent to their readers’...
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Transcript of Ian Reeves. B2B magazines Magazines published to provide information pertinent to their readers’...
![Page 1: Ian Reeves. B2B magazines Magazines published to provide information pertinent to their readers’ working lives Often paid for by subscription, usually.](https://reader034.fdocuments.in/reader034/viewer/2022051820/56649e2a5503460f94b17de4/html5/thumbnails/1.jpg)
Ian Reeves
![Page 2: Ian Reeves. B2B magazines Magazines published to provide information pertinent to their readers’ working lives Often paid for by subscription, usually.](https://reader034.fdocuments.in/reader034/viewer/2022051820/56649e2a5503460f94b17de4/html5/thumbnails/2.jpg)
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
![Page 3: Ian Reeves. B2B magazines Magazines published to provide information pertinent to their readers’ working lives Often paid for by subscription, usually.](https://reader034.fdocuments.in/reader034/viewer/2022051820/56649e2a5503460f94b17de4/html5/thumbnails/3.jpg)
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
![Page 4: Ian Reeves. B2B magazines Magazines published to provide information pertinent to their readers’ working lives Often paid for by subscription, usually.](https://reader034.fdocuments.in/reader034/viewer/2022051820/56649e2a5503460f94b17de4/html5/thumbnails/4.jpg)
B2B sector value
![Page 5: Ian Reeves. B2B magazines Magazines published to provide information pertinent to their readers’ working lives Often paid for by subscription, usually.](https://reader034.fdocuments.in/reader034/viewer/2022051820/56649e2a5503460f94b17de4/html5/thumbnails/5.jpg)
Comparative ad expenditure
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B2B revenue streams
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B2B magazines
![Page 8: Ian Reeves. B2B magazines Magazines published to provide information pertinent to their readers’ working lives Often paid for by subscription, usually.](https://reader034.fdocuments.in/reader034/viewer/2022051820/56649e2a5503460f94b17de4/html5/thumbnails/8.jpg)
Top 10 B2B magazines
![Page 9: Ian Reeves. B2B magazines Magazines published to provide information pertinent to their readers’ working lives Often paid for by subscription, usually.](https://reader034.fdocuments.in/reader034/viewer/2022051820/56649e2a5503460f94b17de4/html5/thumbnails/9.jpg)
B2B sectors
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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
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