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 : 2008 Intelligence
magazines B2B – A good solid read Simon Grover, ManagingDirector, Intermedia Group explains why a multi-platform approach is essential in B2B publishing. How important is diversifi cation into cross-media platforms for the B2B publisher? I think it is essential. As a company, we are certainly putting a lot of focus into it over the next few years. We recently hired a department head for that division which we will be getting stuck into. Without an electronic or digital presence, you are really a bit of a dinosaur. I don’t think events are essential, but they are a natural add-on. I think the holy grail in B2B publishing is to have a solid magazine, an event – preferably an exhibition and a conference – and an electronic product. That allows you to wrap up the industry and puts you in a very strong competitive position. Will there become a point when print becomes the value-add to online? I think everyone has fi gured out that magazines are more feature-oriented now. The internet lends itself to bite size news pieces, and that is the way we are going. One example is a monthly we have which services the consumer retail electronic sector called Appliance Retailer which is as solid as it has ever been, but we have a daily news service which is complementary to the printed product. They work in tandem and it works really well. We could never cover all of the news that there is in a monthly magazine, but it is the kind of industry that does generate daily news, so the two are working beautifully together and that is the direction we will be taking. Why do media buyers see B2B as the ‘poorer relative’to consumer publishing? Clearly it is nowhere near as glamourous, and there is not as much money attached to it. Then again, there are small, specialised agencies who service B2B really well! What is the biggest issue facing the industry? Maintaining the relevance of your printed product, whilst getting stuck into the electronic side as well. Developing the two so that they work in tandem, without one cannibalising the other. What do media buyers and planners need to knowabout B2B publishing going forward? They should be more aware of how powerful and eff ective B2B publishing can be. It is highly targeted and the readers of good quality B2B magazines really absorb what is in the magazine. It is their magazine and their industry. It isn’t a fl ick, but a solid read in most cases. The clients that you deal with on a daily basis knowthe magazine better than the media agencies and they always will because they are the readers, they understand the content and they understand the readership really well. I don’t think it is a problem that the larger agencies aren’t particularly focused on B2B, because your direct advertisers are. ?Without an electronic or digital presence, you are really a bit of a dinosaur.? – Simon Grover, Managing Director, IntermediaGroup