Some b-to-b media companies are extracting value from the engaged part of their audience directly, not the marketers looking to reach that audience. UBM Electronics launched EE Times Confidential, a premium, subscription-based online “intelligence report” on the electronics industry.
The product is aimed at the engaged reader demographic, and an individual subscription runs $497 annually. UBM Electronics said it plans to increase the frequency of the product from monthly to bi-monthly later this year.
But despite such bright spots and widespread growth expected this year, b-to-b media has a long way to go to catch up to its past.
In 2008, the combination of marketer-driven revenue and subscription data revenue generated by b-to-b media companies totaled $26.2 billion, according to Outsell. It projects the total will have only climbed back to $24.7 billion by 2013.