Additionally, as b-to-b publishers struggle with declining ad revenue, many are turning to paid content to generate new revenue. However, that may not be such a good idea, according to a pair of new reports from Outsell, which calls 2010 a "lose-lose-lose year for content buyers, sellers and users."
Outsell said information managers expect a 6% increase in the cost of content while they also anticipate a 3% net decrease in their content budgets. “Information managers say that with less money to spend, they'll choose the content providers who make it easiest to do business. Vendors will differentiate themselves through better service, more transparency, and flexibility with pricing and contracts,” Joanne Lustig, VP-lead analyst at Outsell, said in a statement. Outsell has published two reports on this trend—one for vendors and another for information managers.