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Media Intelligence : MT Resource 2010
B2B publishing economic downturn had on your business?" that 60 per cent claimed their business had grown, 26 per cent said their business has stayed the same while for only 12 per cent their business had contracted. In response to another question from the Retail World/Shopportunity Survey on "What reasons underpinned this impact?" -- 34 per cent explained they were in a business that bene ted from a shift back to in-home consumption while another 16 per cent pointed out that they had a value-driven o er that appealed to consumers at this time. The economic times have also been a factor in the emphasis being placed on social media as a marketing tool. Most agree that is it very important going forward. However, Intermedia's Hayes points out: "When I hear people talking around the marketplace, I still get a distinct feeling that a lot don't really understand it properly. A lot of people are very ippant about Twitter -- they don't realise how important it is. "People still think it's just people sitting down eating lunch or having a co ee but it's not about that -- when it's used professionally it's a brilliant tool. [However] if you're going to say something on Twitter it's got to be meaningful and it's got to be interesting. Let's face it, if you've got a marketplace that has a community of some sort, you need to be seriously looking at Facebook or social networking tools of any description." Farrow's company has started tweeting across all its sites: "We'll be supplying business information on request. We think that could have a positive impact -- but it's early days." As leading technology and industrial publishers, Westwick- Farrow has embraced a multi- platform approach. "With magazines you must come up with new ideas all the time to form part of the selling proposition. One of the things we're been most successful in is encouraging events, conferences and seminars," says Farrow. For example, with What's New in Process Engineering the company organises roadshows at mine sites: "We nd a location there to hold a one--day exhibition and training sessions; the training sessions are independent of us," points out Farrow. "We o er an opportunity to talk to some very high pro le people within the mine sites and the advertisers really love that." The high yers are picked up through the magazine readership and it helps sell the magazine. "That seems to be something that everyone likes to do because they can talk face to face with their potential buyers," says Farrow. The understanding of B2B by media planners and buyers doesn't vary much across the three main markets in the US, UK and Australia, observes Haymarket Media MD Jeremy Vaughan. However he does point to an intriguing di erence: "I've certainly seen much more of a mistrust in Australia for readership surveys in the B2B space. In the US and the UK, as long as credible publishers were transparent with their methodologies then publishers' readership research was considered of value by advertising decision makers," Vaughan says. "Here it all seems to be treated with disinterest -- put in the 'not to be trusted' basket which in turn does buyers of B2B publications a disservice as publishers will stop funding it -- meaning all buyers have to go on is a circulation gure. "Advertising decision makers should be urging and encourag- ing all B2B publishers to spend money to prove the value of their readership as well as putting pressure on B2B publishers to go beyond just the number of copies distributed," he advises. On this theme of advertisers becoming more demanding -- which at present appears to be in terms of the content, Kirk warns that "we've got to keep loyal to the reader because we have to make a magazine that people are actually going to read". It is the print medium that remains core to the B2B o er. Content is still king and will continue to create that emotional connection with the readers. That's the key to B2B publishing -- reader engagement. MediaTitles 34 "With magazines you must come up with new ideas all the time to form part of the selling proposition." -- Adrian Farrow MD, Westwick-Farrow
2009 - 2010
MT Resource Guide 2011