It now seems that business to business magazines are very pro-active in relation to moving over to online media. Most now realize that a selection of their competitors are providing complimentory or package offers with their existing traditional formats and now they desire a piece of this pie.
Magazines happen to be hit hard in the last 2 or 3 years and this is especially true for b2b publications. The harder established consumer titles may have a good following of name advertisers looking to succeed in getting a more proactive buying audience at any cost and in any market condition.
However, with b2b it is extremely different. Magazines in this region depend heavily on advertising revenue and a large proportion of magazines are actually finding it difficult. Some reputable sellers who are selling magazine advertisements that cross into say Scientific and chemical industry like New Scientist will always possess a great following, however it is the less popular media who sell advertisements in magazines that can be hit the hardest.
However, these titles can establish a good revenue stream by giving advertising online. Most will have an excellent relationship with individuals and may have built a significant community following. It is this that is worth its weight in gold when it comes to revenue opportunities.
If publishers of magazines can build good online packages and provide banner and newsletter ads, this could add to a decent revenue stream with no associated time and production costs.
Lots of advertisers now expect this, as online media adds something they could track easily. Whether they have an awareness campaign and an approach to monitoring the ROI also, then publishers should be able to hold their existing clients. They might even be capable of geting some new ones.