by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : July 2007
Business to business publishing specialising in it. I think the technology sector is more savvy with B2B media. They run niche campaigns as opposed to general consumer media campaigns and they get in touch with us quite often, so we aren t seen as a poor cousin; we are seen as a speci c alternative for speci c programs. I guess a lot of companies and media buyers are dealing with a business-to-consumer element and that is where the bulk of their marketing spending goes. They conduct B2C programs and so B2B channels are irrelevant or only for strategic purposes. Specialist media agencies who cover B2B know who we are and what we do and they have a good relationship with us." Whilst an opportunity certainly exists for competent agencies and planners in the B2B space, their relative ambivalence to the market has seen publishers deal directly with advertisers. "We always go to the client before the agencies," says Alan Kirk. "We generally have good success with the client because some industries tend to spend more on B2B than others and the agencies don t seem to understand it. "The client understands because that is their business. There are many agencies that take on a client s work, but they don t actually know what they do. I don t think there are enough specialised people in agencies. There just aren t enough who are up to it with business to business." Kirk s views re ect the ndings from a study by B2B Marketing in conjunction with Cicero Marketing and CI Research (USA), which showed that agencies are not seen as essential to B2B marketers. More than one quarter of those surveyed did not use any agencies, although 40% used three or more. Only 20% of agencies were used in a strategic capacity. So how can the problem be solved? There are agencies that are dealing with B2B publications in a pro-active way. Tchakalian cites the medical and healthcare sectors as an example. "They have a very strong group of specialist ad agencies that specialise in representing pharmaceutical companies, as well as units that exist within larger agencies." Kirk believes that the revolving agency doors have also contributed to the lack of specialisation. "They don t seem to understand some of the concepts and sta turnover in agency land is just out of control. Not much has changed over the last 20 years, but in the last few years they have diversi ed and there is a lot more of them." The local industry in also forging ahead with new research initiatives, and a greater emphasis on accountability. Nielsen Media Research has recently launched its Medialog Business newsletter initiative, which focuses on B2B publishing. Tchakalian is enthusiastic about the developments. "I really do think publishers should try to use Nielsen Media Research and in fact the Association is quite keen to pursue with Nielsen, either directly or through an intermediary body, production of reports for our members." Despite a de nite shift in tbe B2B arena, the future is full of promise for publishers and clients. With the advantage of a strong magazine product that has built the brand, the move to integrate is far easier. "I think that magazines are still the core of the [B2B] media o ering," says Hird. "But if we don t o er proper multiple platforms, then publishers will miss the boat and vendors will go elsewhere. "Another big di erence has been that publishers and media companies are understanding that if they don t interact with their audience and the community they are publishing into and listen to the changing needs of the end user, then they won t have an o ering or a business anymore." Chris Tchakalian agrees. "I think there is clearly a future for B2B publishing and it clearly serves a market which has as much right to be there as any other market. There will always be a place for B2B publications and I think their growth will only be restricted by creativity and commitment." MT MediaTitles 47 You are hard- pressed to find a creative who can work on B2B niche titles as proficiently as they can at the glamorous end of town." -- Chris Tchakalian " TMPC publisher Alan Kirk
2009 - 2010