The report indicated that overall spending on b-to-b media will drop to $24.36 billion this year, a decline of 3.6% compared with last year. The trade show sector will drop 3%, to $12.36 billion. The b-to-b magazine sector will dip 11.2%, to $7.22 billion. But spending on b-to-b e-media will jump 8.7% this year, to $4.78 billion, the report predicted.
VSS said that b-to-b media between 2010 and 2014 will return to growth, with a compound annual growth rate of 3.5%. Most of that will be fueled by double-digit increases in e-media spending and solid growth in the event segment.
Additionally, VSS said that the b-to-b media sector as a whole will not reach the spending levels it reached in 2008 until 2014, when b-to-b media spending is predicted to reach $30.01 billion.