Online may get the buzz but on the b-to-b side, events will get the dollars in 2007. American Business Media is forecasting 6 to 8 percent growth to $11 billion in events, making that category roughly equal to magazines as a revenue generator.
Articles by Caysey Welton
Content is king in both traditional and custom publishing, according to a group of publishers speaking at a January American Business Media-sponsored breakfast.
Much of the 2007 Primex conference focused not on cutting edge digital production technologies but instead on the mounting environmental pressures on magazine publishing, from both cost and from environmental groups. In order to boost profits, the meeting floated the idea of reducing basis weights 8 to 15 percent and cutting in half the number of different trim size variations.
Small, targeted events that attain the sheen of an elite, high-end experience can be highly profitable products and have the added benefit of bestowing a halo effect upon the company that produces them.
B-to-b publishers have a unique opportunity to capture more revenue via online job boards. The vertical niches these publishers occupy inherently offer a targeted audience of job seekers and employers.
Traditionally, at least over the last three years, our March issue has focused on entrepreneurship. But this year I had an opportunity to participate in a roundtable organized by Aspire Media's Clay Hall at the Consumer Electronics Show, and I decided that should be our cover story.
In the past few years, e-mail marketing has evolved from a standalone strategy into a complementary component of larger marketing programs. E-mail blasts now serve as one part of a larger plan that incorporates events, microsites, mobile promotions, print campaigns and special online offers.
As private equity continues to dominate the magazine industry, the priority is on identifying new acquisitions for a rapid revenue build-up, where a company can then be flipped in another three to five years.
PARTICIPANTS Clay Hall: CEO, Aspire Media Michela O'Connor Abrams: President, Dwell Magazine Don Peschke: CEO, August Home Publishing Dan Wiesner: CEO, Wiesner Publishing Terry Snow: CEO, World Publications Steve Laliberte: President, iProduction Tony Silber: Editor and Publisher, Folio:
This Month: Texas MonthlyIssue: January 2007Frequency: MonthlyLaunched: 1973Circ: 300,000Editor: Evan SmithPublisher: Emmis CommunicationsArt Director: T.J. TuckerPhoto Editor: Leslie BaldwinPhoto Illustrator: Darren BraunPhotograph: AP/Charles Dharapak