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Media Intelligence : MT Resource Guide 2012
MediaTitles 37 B2B publishing magazines do so well, has many more channels that a publisher has to think about, including a pure portal, industry vertical that is not necessarily branded with their periodical name. Suhler sees innovation as being at a premium in this sector: “Smart editorial people are involved with innovating digital and live event products.” Events are a focus for Architecture Media which sees it as an area of growth because of the huge demand for them. As well as being an events organiser, Architecture Media is involved in three major award programs however, as Close explains: “it’s not what you’d call a profit centre for the company – it’s more of promotional value.” On similar lines, back in the strictly digital world, a key concern is the penny for pound equation in the value of digital advertising versus the traditional print platform, says Retail Media Group Publisher Nathan Luck. “We are currently experiencing a value ratio of between 10% and 20% for our digital advertising opportunities compared to our print products.” Close arrives at a similar conclusion. “We’re looking off a low base – around 30-40% growth in advertising revenue for our websites but they don’t come anywhere close to the profitability of our magazines at this stage. So it’s a long-term play.” Although B2B media has embraced digital, print remains, steadfastly, a firm favourite with its readers as well as its advertisers. “While there has been significant growth in our engagement with our audiences via online and social media channels we have also seen demand increase for our print products – the two support each other,” Whitlock says. “Our print magazines have consistently increased in page count and advertising revenue continues to rise. “In 2010 we launched print supplements for The Adviser and this has become a regular monthly addition to the magazine,” he elaborates. “ This is clear that audiences still prefer to read feature length articles in a print format.” Underlining this, what concerns Hird, like many others, is the perception that print is dead. “In recent surveys, readers (including an IT industry channel) chose printed magazine as their preferred delivery method over digital version, tablets and mobile,” he explains. “Marketers and ad agencies have been too quick in dismissing print, and in many cases now, print magazines offer way less ‘clutter’ than digital and web based advertising channels. “ “Digital is imminent, but it’s still a way off hijacking the mother ship,” Retail Media’s Luck observes. “ The art form is in the balance of accommodating shifting desires in vehicles for consumption, while not cannibalising the premium product with devaluing digital properties.” In conclusion, Whitlock opines: “While the channels that we use to connect with our audiences are changing our core proposition remains the same. To deliver engaging, accurate and timely content.” “I see growth in all channels. Targeted, industry-specific websites, mobile versions of these sites, eNewsletters, print and digital magazines and apps.” – Geoff Hird Publisher, Westwick-Farrow p32-33,37 b2bFea.indd 37 20/6/12 11:43:15 AM
Media Trends+Strategy 2012
MT Resource Guide 2013