The devastating body blow print advertising took in 2009 has made innovation in b-to-b media more important than ever. Creating new products and shifting business strategies is the only way for business media companies to boost revenue and increase profits. SEE THE FULL LIST Executives at every level—from production heads to CEOs—see finding new and better ways of doing things as primary to their job description. Andy Weber, CEO of Farm Journal Media, says he's as excited as he's ever been to be in b-to-b media. That's because of two groundbreaking projects at his company—the Farm Journal Legacy Project and Farm Journal Agricultural Foundation—that are helping with two key issues central to the brand's constituency: developing succession plans for farmers and promoting improved farming practices around the globe. But you don't have to be a CEO to have an outsized impact on a company. Ulla McGee, VP-mobile products at IDG's PCWorld|Macworld unit is proof of that. Because of her efforts at developing sites for the mobile Web and apps for the iPad and iPhone, she's now leading IDG's Mobile Hub, an internal group that disseminates best mobile practices around the company. McGee and Weber are just two examples of this year's Innovators, who were selected from a combination of staff and outside nominations. The winners represent a cross-section of general business, large trade and small trade b-to-b media companies, but they all have one thing in common: helping their organization's bottom line.