B-to-B Ad Slump: Time to Supplement Revenue
The shaky economy looks like it’s having an impact on B-to-B magazines. Revenue declined 6.59% in the first half of 2008, and ad pages fell 9.36%, according to the latest Business Information Network report from American Business Media
In the face of an advertising slump, B-to-B publishers must work harder to identify additional revenue streams that can fill the gaps. Strategies include identifying subscription offerings, such as high-end products, offering training programs or other paid events, and repurposing existing content into multi-media forms.
If you’re a publisher wondering where your peers see the most opportunity for additional revenue streams, here’s a chart from a survey we conducted earlier this year with B-to-B and B-to-C publishers. It shows the percentage of respondents currently using the listed categories as a revenue-generator, and the projected growth of those channels through 2012.