The State of B-to-B MEDIA

摘要

Last year provided just what the business media industry needed: a little breathing room. For the first time since the dot-corn bubble, b-to-b print advertising pages increased, improving 1.8% over 2003, according to TNS Media Intelligence. That was the good news. The bad news was that almost every other measured medium—with the exception of local radio and national spot radio—posted stronger performances than b-to-b magazines. Internet ad revenue, for instance, grew 21.4%. And even with TiVo's encroachment reducing the viewership of commercials, cable, network and spot television all posted double-digit increases in ad revenue last year. So what is the state of b-to-b media? Despite weak growth in a strong advertising market, the performance of b-to-b print can still be termed a turnaround, and there are at least 10 reasons to be cheerful about the future.