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BtoB

ABM Annual: Preview of new research

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San Francisco—At its annual conference held here, ABM previewed a research report that analyzes revenue and profits derived from print, digital and events. The report, “Brave New B-to-B: Managing Profits in a Changing Media Industry,” examined data from a small sample of 26 b-to-b media companies and 68 brands. The study found that print revenue decreased 2.3% last year compared with 2010. In the same time frame, digital revenue was up 15.9%, event revenue increased 9.8% and other revenue streams increased 0.5%, resulting in an overall gain of 4.4%. Despite its drop, print remained the largest revenue stream, representing 44.0% of overall revenue. It was followed by events (28.1%), digital (20.6%) and other (7.3%). John Wickersham, partner at Atwoood Capital Partners, who presented part of the research, said projections indicate that print, digital and events will each account for about one-third of overall revenue by 2016. Wickersham said businesses that rely less on print will be rewarded with higher EBITDA (earnings before interest, taxes, depreciation and amortization) multiples if they go to market. Matthew Shanahan, senior VP-marketing and strategy at Scout Analytics, also presented a portion of the research, focusing on average revenue per user. Those data indicated that the metric in digital and events was higher than in print.
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