The latest in B2B publishing includes Penton’s purchase of MRO Network; Informa’s bet on events; and CIO’s big change
B2B publishing represents the best of niche strategy; audience development depends largely on the quality of your content and whether you can earn the trust of executives in your target trade. In addition, B2B publishing lends itself well to event marketing, adding another strong element to your multiplatform operation. B2B publishing has played a large part in the proliferation of mergers & acquisitions and the strong performance of digital magazines in 2015 across the industry.
Editorial Tips From B2B Publishers
Let’s start there today. Folio: interviewed several B2B publishing as well as consumer magazine executives to get some secrets on successful content strategy.
“We try to talk to as many readers as we can, at all times. Our company has been very generous in letting us get out into the field. Our stories don’t come to life if we don’t see and meet with people and get out and see projects. You will learn a lot more that way than you ever will on the phone,” Professional Builder and Custom Builder Editorial Director Denise Dersin told Bill Mickey.
“In order to do this, we leverage our live events – our awards competitions and our lists of the largest builders, for example. This gives us an “in” with these folks that we wouldn’t otherwise have. It’s a tremendous lost opportunity to have all that information and not do anything with it.”
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B2B Publishing Company Penton Acquires MRO to Bolster Aviation Niche
Penton has purchased the MRO Network, strengthening its aircraft maintenance coverage among its other B2B publishing verticals transportation, agriculture, infrastructure, industrial design and manufacturing, and natural products and food, Folio: reports. In addition, the deal’s assets include events like the Airline Purchasing & Maintenance Expo.
Informa Enters Event Space With Florida International Medical Expo
Speaking of events, UK B2B and academic publishing company Informa has acquired the 25-year-old Florida International Medical Expo that featured 1,500 exhibitors and 60,000 attendees in 2015, Folio: reports. This is just the latest event acquisition for Informa, which bought the Dwell on Design show this year.
CIO to Go Digital-Only After November Issue
IDG Enterprises’ tech title CIO is going digital-only, Folio: reports. The magazine’s 140,000 print subscribers will gain digital access, according to Folio:. CIO online has seen a 70% surge in monthly uniques during the past year.
“We follow our audiences, this is the natural progression of senior-level IT decision makers with where they prefer to consume their content – and that’s online, mobile and events,” IDG Communications CMO Josh London told Mickey.
“And if you look at the growth through the channels they’re using, our advertisers increasingly want to market to those channels.”
Have any B2B publishing news to share? Let us know in the comments!
To read more about B2B publishing, visit FolioMag.com.