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BtoB

Moving forward on a larger stage

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You have probably seen the news that BtoB will become part of sibling Crain Communications Inc. publication Advertising Age in January. What this means to you is that much of the same in-depth b-to-b content will still be produced on a weekly basis for a revamped Ad Age/BtoB online newsletter. Most of what is currently on btobonline.com will be archived within Adage.com. This is the last print edition of BtoB. Ad Age, which has a much larger audience and a much larger revenue base, will begin to publish significant b-to-b stories in print and on a dedicated area of adage.com. In 2000, Ad Age, David Klein and I oversaw the relaunch of Business Marketing as BtoB, which was called “Advertising Age's Newspaper of the Marketing Revolution.” Well, the revolution has long since occurred, and this is an appropriate time for b-to-b to become part of the broader conversation that goes on every day at Ad Age. While aspects of b-to-b marketing will always be different than b-to-c, many are similar. And Ad Age is now about much more than its name implies. As a reader, you should know what's going on in all worlds of marketing, learning from different segments and keeping yourself up-to-date for your next assignment, wherever it is. When we became BtoB in 2000, Google was a very tiny company. Social media didn't exist, and the dot.com bubble was just starting to lose air. We all know how much our marketing and media world has changed since then. It's been a fun, exciting journey for all of us at BtoB to take you through these major changes. I thank all of you, especially our Top Marketers, Top Digital Marketers, Top Agencies, BtoB award winners, event speakers and attendees. And, of course, thanks very much to all the advertisers and sponsors that supported us and viewed our audience as an incredibly valuable one. We all owe a very special thanks to Rance Crain, president of Crain Communications, for always being a huge supporter of BtoB and carrying on the love for great b-to-b marketing content that his father, G.D. Crain Jr., showed when he launched BtoB's forerunner, Class, in 1917. But the biggest thanks go to an incredibly hard-working team here at BtoB now and in the past—too many people to name. Their work has made us all smarter about b-to-b marketing. Now the journey continues with the team at Ad Age, where b-to-b will be an important part of the marketing conversation. Bob Felsenthal is publisher of BtoB. He can be reached at bfelsenthal@crain.com.
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