BtoB will go digital-only beginning Jan. 1, featuring daily online b-to-b news and a dedicated e-newsletter as part of the previously announced merger of BtoB and Advertising Age.
As part of that move, Ad Age's new digital BtoB coverage will continue to be driven by specialist b-to-b reporters, supported by the entire Ad Age editorial team.
“Like so many other print publications, BtoB has moved most of its business and coverage to digital already,” said David Klein, senior VP-group publisher at Crain Communications Inc. “The publication reaches most of its readers digitally even now, and only a small percentage of its revenue comes from print anymore. We're excited to make this digital move, especially with the added resources of Ad Age's own great coverage behind it.”
Many of BtoB's longtime signature projects, including the forecast-oriented BtoB Outlook survey and the Top Digital Marketers report, will still appear in print within the pages of Ad Age, where readers will also regularly find b-to-b news, CMO interviews and coverage of campaigns and case studies. Additionally, Ad Age will be introducing a B-to-B Agency of the Year as part of its industry-leading Agency A-List package and will rank the top agencies in the b-to-b discipline in late spring.
All of BtoB's archived material will be available online via the AdAge.com website, which will prominently feature the new BtoB channel.
Just as BtoB did for so many years, Ad Age will be breaking b-to-b marketing news, digging into what's driving the industry, reporting on best practices, keeping tabs on the movers and shakers, and making sure marketers of all stripes are prepared for what comes next.
“We'll be producing content for the unique needs of business-to-business marketers, but we anticipate it will appeal to Ad Age's broader audience and that, by growing our community, we'll promote the sharing of knowledge and experiences in important areas from content marketing to digital and social media to talent development and acquisition,” said Ad Age Editor Abbey Klaassen.
Going forward, there will be no more print editions of BtoB, and subscribers will have the opportunity to move to Ad Age instead. Some b-to-b content will be woven into Ad Age events, such as those focusing on data, and some BtoB events will stand alone. BtoB's Best will become the Best Awards and will honor recipients during an event in fall 2014.