Outsell study projects growth for b-to-b media

摘要

For b-to-b media companies, much of the past three years has consisted of filling figurative sandbags, as publishers have scrambled to stem the flood of departing print revenues.A recent study by research firm Outsell indicates that what publishers have done-creating new digital offerings, expanding events, moving into marketing services and maintaining their print brands-may be beginning to pay off in terms of genuine growth.The report, "Annual Advertising and Marketing Study 2011: B2B Advertising," was based on an online survey of 1,267 marketers in January and projected that overall spending on marketing is growing. The report anticipated a combined 4.5% increase in U.S. spending this year over last, to $384.4 billion for consumer and b-to-b marketing across a number of categories, including broadcast, digital, events, print and public relations.B-to-b marketing will increase 3.5% to $133.4 billion, according to the report. "There's no great leap, but it's up from last year," said Chuck Richard, Outsell VP-lead analyst and author of the report.In the study, Richard said several opportunities exist for b-to-b media companies.