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Media Power 50: The top b-to-b advertising vehicles

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Of course, it's not just the Journal. Every other print product chosen for the Media Power 50 was recognized with its companion Web site, including Forbes and Forbes.com; CRN and ChannelWeb.com; and Variety and Variety.com.

A cross section of the Media Power 50's top 10 reveals many of these media properties are benefiting from—and sometimes grappling with—the migration of eyeballs and ad dollars from print to the Web, a shift that has been taking place over the past decade but has gathered momentum over the past several months amid the global recession.

Following the Journal, which has been a leader in charging for online content, is Google, which has siphoned ad dollars away from business media properties as b-to-b marketers look to generate leads via search. TechTarget, which is built around an online lead-generation model and which abandoned print last year, has inspired printcentric media companies to create their own online lead-generation programs.

InformationWeek remains a leading print IT publication, but as print advertising pages dwindle, its Web site continues to grow in prominence as a daily destination for tech professionals seeking breaking news and researching product purchases.

The major business news magazines are grappling with the same shrinking demand for print by beefing up their Web sites. Forbes.com attracts more than 18 million unique visitors a month with its pioneering aggregation approach. BusinessWeek has employed user-generated content to take advantage of the Internet's inherent interactivity.

Because of this undeniable focus on the Web by business media companies and b-to-b advertisers, this year's Media Power 50 has more Internet sites on it than ever. Expect even more next year.

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