Business publishers need to take a page out of the playbook of their consumer publishing counterparts, developing cross-platform deals that integrate non-print media assets with their trade titles. That, plus improved process and greater accountability, were the key elements discussed Wednesday during American Business Media’s “B-to-B Marketing Day” in New York.
The last time I heard, about one-half the revenues of business-to-business media companies who are members of American Business Media came from revenues “beyond the page.” (As a board member of the organization, I still recall that was one of the factors in changing its name from American Business Press to American Business Media.) The revenues of those companies are generated by non-advertising products and services ranging from trade shows to industry-specific database products. I don’t know exactly how this reality meshes with the lessons that can be taught by the revenue model of consumer publishers.