Burlingame, Calif.—B-to-b digital advertising revenue will outpace print ad revenue by 2009, according to a new report from market research company Outsell. The report said b-to-b print revenue is expected to account for 34.3% of total b-to-b media revenue in 2009, compared with a 38.6% share for digital products. Events are expected to account for 27.1% of total revenue.
The projections are contained in Outsell’s “B-to-B Trade Publishing & Company Information: 2007 Market Forecast & Trends Report.” According to Outsell, print accounted for 44.7% of the $20 billion in total b-to-b media revenue in 2006, compared with 28.3% for digital and 27.0% for events. Last year marked the first year digital topped events.