BtoB

'Line 56' changes frequency, focus

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Los Angeles--Pounded by declining advertising dollars in the b-to-b e-commerce category, Line56 Media has scaled back its Line56 magazine and will relaunch the publication as a quarterly called Line56 E-Business Journal. The February issue of Line56 was the last to be published on a monthly basis.

Line56 E-Business Journal will be introduced this spring and will focus on e-business research and analysis. Line56 plans to place strict limitations on the amount of advertising it will accept for Line 56 E-Business Journal, which will have a paid-circulation model.

The Line56 Web site and Line56Live! conferences will continue to operate. Field Force Automation and CRM, both of which were acquired by Line56 Media in January, will continue to publish.

Dan Ambrose, managing director of media investment bank DeSilva & Phillips, said that using Line56’s cash reserves to purchase Field Force Automation and CRM made sense. “What they did was smart, which is trying to move in the direction of being more specialized. They were able to move in a direction that would be more likely to be survivable,” he said. “In a contracting market it was going to be very hard to maintain [Line56’s] market share against well-financed players like [International Data Group’s] Darwin.

--Sean Callahan

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