Business To Business Magazines Change Their Face
It now seems that business to business magazines are very pro-active when it comes to moving over to online media. Most now realize that some of their competitors are offering complimentory or package offers with their existing traditional formats and now they want a piece of this pie.
Magazines have been hit hard in the last two or three years and this is especially true for b2b publications. The more established consumer titles will have a good following of brand advertisers that want to reach a young buying audience at all costs and in any market condition.
However, with b2b it is very different. Magazines in this area depend heavily on advertising revenue and a large proportion of magazines are now finding it difficult. Some magazines that cross over into Scientific and Chemical Industry Magazines like New Scientist will always have a great following, but it is the lesser known media in areas like business management magazines and business services magazines that can be hit hard.
However, these titles can establish a very good revenue stream by offering online packages to advertisers. Most will already have a good relationship with people and may have built a decent community. It is this that is worth its weight in gold when it comes to revenue opportunities.
If publishers of magazines can build good online packages and offer banner and newsletter ads, this could add a decent revenue stream without the associated time and production costs.
A lot of advertisers now expect this, as online media gives them something they can track easily. If they have an awareness campaign and a method of monitoring the return on investmnet as well, then publishers should be able to hold onto their existing clients. They may even be able to get some new ones.