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Media Intelligence : Media Trends+Strategy 2012
52 MEDIA Trends + Strategy MEDIA Trends + Strategy 53 B2B magazines Building relationships with our markets Are advertising decision makers sufficiently informed to understand the value of targeted smaller circulation and B2B publications? Advertising decision makers don’t fully appreciate how intimate B2B can be with a niche media audience: they seem to apply mainstream media theory across niche titles and B2B doesn’t work that way. However there is a change starting to take place – a little bit more accountability for advertising that’s not so ad hoc as it used to be: they just used to place an ad in a magazine and run with it whereas now they’re starting to talk to people in niche marketplaces a bit more. They’re slowly starting to realise that we have got very close relationships with our marketplace but it still has a long way to go. How are you marketing your products to advertisers? Direct contact marketing is very much part of our main push – TMPC has 12 ad reps who are on the phone every day. Nothing works the same as direct contact with the buyer. What are the major challenges facing B2B publishing moving forward in a fragmented media marketplace? The biggest challenge in B2B is still the transition to online and how to monetise it. At this stage I don’t think the print market is going to drop too much more. What I think will change B2B will be the number of tablets that will come into the marketplace over the next five years. We have an issue now with tablets: we did a survey and discovered 3% at the moment have an iPad so if I have a distribution of a magazine with, for example, 6000 copies, it’s not worth creating an iPad app. It seems that at present, iPad apps are suited mainly to the big scale consumer- based publishers; though this will change for the moment I’m mainly interested in getting more websites up and running, because I think the websites are going to be more important than iPad apps in our sector in the immediate future. What are the main issues with online going forward? The way I look at it, launching a website is the same as launching a magazine – similar types of investments but different types of content and done differently. I like having the total brand and both options because one can leverage off another; there needs to be a balance between online and print. It’s trying to work out how we get these readers to really turn around, and get the type of dollars that we need to generate from a website. Content is going to win, no matter where you are. There’s some in the marketplace whose prices are quite low and they’re being fully subsidized by their members and you’ve got other people whose prices are quite high. And some titles are red hot while others aren’t doing so well but I don’t think that’s related to overall marketing spend: it’s how well or buoyant the particular industry is that you’re dealing with at the moment. It’s not like mainstream consumer newspapers where they are all taking the debt, trying to struggle back and still losing over to digital. Alan Kirk Executive Director The Magazine Publishing Company (TMPC) The sTrengTh of reader engagemenT Business to business publishing, traditionally concentrating on a print product, has graduated to the online space with great success. Through the emergence of various digital platforms and the ability to cross-pollinate them into their brand, the B2B marketplace prides itself on successful reader engagement. While to many the customer is king, with B2B publishing, content is king. As B2B publishing strategically targets various industry sectors, the quality of content is paramount in attracting reader engagement, which in turn generates that emotional connection to the product offered by the brand. This has, and continues to be, a major selling proposition in generating advertising support through the various platforms now available in this significant sector. p52-53,55_B2B.indd 52 28/11/11 2:18:53 PM
MT Resource Guide 2011
MT Resource Guide 2012