Ian Reeves

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 billion according to the Periodical Publishers Association  It employs 70,000 people

B2B revenue streams  Print magazine display advertising  Print magazine classified advertising  Digital edition advertising  Digital edition paywalls  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  United Business Media: Property Week, Building  Emap: Retail Week, Construction News, Draper’s Record

Further reading  Have trade magazines got a shelf life? magazines-online-only magazines-online-only  How the web transformed the weekly B2B magazine came-internet-how-web-transformed-weekly came-internet-how-web-transformed-weekly  Paywall lessons from B2B publishers paid-for-paywall-lessons-from-b2b-publishers- /s2/a552142/ paid-for-paywall-lessons-from-b2b-publishers- /s2/a552142/  Sector analysis: B2B publishing analysis-b2b-publishing analysis-b2b-publishing  Commercial pressures on B2B journalists pressure-means-boundaries-are-being-pushed- dangerous-extent-b2b-journalists pressure-means-boundaries-are-being-pushed- dangerous-extent-b2b-journalists