Print To Dip Below 50 Percent of B-to-B Revenue for First Time

Except for print ads/paid subs, all other revenue streams expected to grow.

By Matt Kinsman
04/08/2010 -08:53 AM

While b-to-b publishing executives saw print account for 52.4 percent of total revenue in 2009, they anticipate print dropping to 47.5 percent of overall revenue in 2010, according to the latest FOLIO: B-to-B CEO Survey, conducted by Readex Research. That's the first time print has fallen below 50 percent of total revenues for b-to-b publishers as a whole, according to the Folio: surveys.

Meanwhile, paid subscriptions are the only other area b-to-b executives expect to drop in 2010, down from 7.3 of total revenue last year to 6.9 percent this year.

A recent report from American Business Media said print was the hardest hit category for b-to-b publishers in 2009, down 24 percent to $7.5 billion, while events fell 15.8 percent to $11.1 billion. While ABM has reported events have eclipsed print as a revenue stream in recent years, events still lag well behind print for most b-to-b publishers (with the exception of larger companies such as Advanstar), according to the FOLIO: surveys. In the last two years, as publishers have been forced to cancel shows and seek out online alternatives, digital media has eclipsed events as a revenue stream.

How Much of Your Overall Revenue Will Come From These Sources in 2010?

Print advertising
47.5% (-9.4%)

E-media
16.6% (+27.7%)

Events
10.6% (+8.2%)

Custom publishing
8.8% (+4.8%)

Paid subscriptions
6.9% (-5.4%)

Data information sales
2.6% (+18.2%)

Other
7.0% (no change)

Not surprisingly, "staying in business" was cited most often as the respondents' biggest success in 2009, while "the economy" was the biggest disappointment. However, others cited being forced to lay off quality people and the lack of success in finding good salespeople as the biggest disappointments.

For a full look at the 2010 FOLIO: B-to-B CEO Survey-including profitability, operating expenses, tech spending and CEO compensation for 2010, turn to FOLIO:'s May issue, out May 1.