Media Power 50: Top b2b media properties keep innovating in a tough climate

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Last year was a tough one for the media business, and successful b-to-b media properties had to find new ways to bring in revenue and keep users engaged in an increasingly fragmented environment. The top properties in BtoB's 2013 Media Power 50 special report showed that by providing targeted, engaging content, they could build audiences and attract advertisers. News Corp.'s The Wall Street Journal, which topped the Media Power 50 list for the 14th consecutive year, debuted a high-end real estate section, called Mansion, and a glossy quarterly magazine, called WSJ.Money, covering personal finance and wealth management. It also relaunched its Friday Journal section as Arena, covering arts, culture, entertainment and sports; added mobile apps and new video platforms; and expanded its conference business. These additions helped the Journal increase its total average circulation by 12.3% in March compared with the same period last year, according to the Alliance for Audited Media. Google—which maintained its No. 2 spot in the Media Power 50 rankings—increased its revenue by 32.4% last year, as b-to-b advertisers flocked to the search engine. Google continued to leverage its assets in mobile, video and display advertising. Through its AdMob service, which it acquired in 2010, Google provides a mobile ad network to advertisers. Through its YouTube video service, which it bought in 2006, Google is providing marketers a way to enhance their search listings with video. LinkedIn, which has become a must-have media platform for b-to-b advertisers, jumped to No. 3 on the Media Power 50 list this year from No. 7 last year. The social network added new features, such as Targeted Status Updates and SlideShare Content Ads (through its acquisition of presentation company SlideShare last year), giving advertisers more ways to deliver interactive content to narrowly defined audience segments. Bloomberg Businessweek, which kept its No. 4 position from last year, strengthened its content offerings with a redesigned website that uses a new content management system to update news stories, data and visuals; new mobile apps for the iPad and iPhone; an expanded custom content service; and more live events. The No. 5 brand in the Media Power 50 is Forbes, which jumped from No. 10 last year. Forbes had print advertising revenue of $274.9 million in 2012, up 7.8% over 2011, according to the Publishers Information Bureau. Its ad pages grew 3.5%. Rounding out the top 10 Media Power 50 properties this year are the NFL, Facebook, NBC's “Meet the Press,” Financial Times and Twitter.
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