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So, what is your 'Weekend Edition'?

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I am sure by now you are well aware of the latest innovation to add revenue at The Wall Street Journal-the "Weekend Edition." I want to say that I salute the Journal for finding a new way to get more revenue from its existing advertisers and to add many new consumer advertisers to the mix. (As well as providing me with my daily fix on Saturday.) Already, there are more than 120 "Weekend Edition" advertisers booked for the fall.

Another publisher, Conde Nast, has announced it will soon start going after b-to-b dollars with a new business magazine. And you thought all new products would be launched online!

What's clear today is that print, online, events, etc. added together are how we will move into the next stage. As you know, TechTarget, the online publisher, recently launched CIO Decisions and now has four print magazines.

Recent reports show interactive spending up 20% to 30% so far this year. So business is growing faster for all of us than it looks from ad page numbers (up just 1%), but it's growing in both media.

The issue for each and every one of us is to find new products and new streams of revenue to support our existing products. And that will take major creativity, energy and expenditures, but, as in the case of The Wall Street Journal, it's the risk we must take to tap b-to-b marketing dollars. And it's what makes our jobs fun.

Bob Felsenthal can be reached at bfelsenthal@crain.com.

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