Opinion: There is no certainty that economies outside the U.S. are immune from this downturn, and not only those feeding at the trough of dot-com advertising will be affected. The growth we experienced in the last few years was unprecedented; the slowdown is going to be equally dramatic.
Survival tactic: Keep content standards high and give advertisers reasons to stick with you. We used to do a special section a few times a year; now we do one in every issue. We're doing newsletters, sponsored content on the Web, and we're pulling in new revenue from more aggressive marketing of our reprints and subscriber lists.
Outwit, outlast: The b-to-b sector got fat-lots of opportunists got into this business. Now is the time for committed publishers to become very efficient and prove themselves to advertisers who are also committed. While we lost dot-com advertisers, we added Microsoft Corp. and IBM Corp.