Top b-to-b media properties keep innovating in a tough climate

摘要

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.