B-to-B Digital Revenue Up 22 Percent to $6.3 Billion
Total industry revenue rose 6.9 percent to $26.4 billion.
B-to-b media industry revenue rose 6.9 percent last year, from a total of $24.7 billion to $26.4 billion between 2010 and 2011, according to the latest report from ABM’s Business Information Network.
The most dramatic increase, at 22 percent, came in digital advertising revenue, which increased from $5.2 billion to $6.3 billion during that period.
Print advertising jumped 2.9 percent, bringing the total to $7.6 billion and marking a 29 percent contribution to total b-to-b media revenue.
Trade show dollars comrpised 40 percent of the total, ticking up 2.2 percent to $10.5 billion between 2009 and 2010.
Data services—the smallest segment, at 7 percent—increased 6.5 percent to $1.9 billion.
Growth across these categories is welcome news to an industry that stayed essentially flat between 2009 and 2010, declining 1.3 and 6.4 percent in print and trade shows respectively, despite a 15 percent increase in digital. Print revenue fell by a stark 24 percent between 2008 and 2009, followed by trade shows, which saw a 15.8 percent drop during that same period.