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 firstname.lastname@example.org.