Not surprisingly, digital revenue for B2B media was up 22%, to $1.6 billion in Q3 '11 compared to the same period the year before.
Print revenue increased 4.6%, to $5.7 billion over the same period and trade show revenue rose by 1.1%, to $7.7 billion.
The optimism executives are feeling stems from strength in content, deep audience databases and the ability, honed in difficult times, to generate profitable revenue streams from new sources such as in-person and virtual events, data and paid content, reports btobonline.
The research company Outsell estimates trade publishing and company information revenues grew 3.4% in 2011, to $23.0 billion. It also forecasts the market to grow at a 3.5% compound annual growth rate up till 2014, to reach $25.6 billion.
“There are places where business publishers should have the upper hand,” said Andrew Goodenough, former CEO of Summit Business Media. “They have the most comprehensive content and audience development.”
Yet, at the same time, the B2B media sector faces significant threats. Among the largest is the potential 'value destruction' posed by social media and content marketing, as more companies take their marketing spending into their own hands.
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