B2B publishers, especially larger publishers with more than $5M in annual revenues, continue to have difficulty diversifying their revenue sources away from print advertising, finds FOLIO: magazine in its latest annual B2B CEO survey. Print advertising was the dominant source of revenue for the larger publishers last year, at 48% share, which actually represents a small increase from 47% in 2011. E-media (20% from 17%) and events (17% from 14%) are the only other sources contributing double-digit share of revenues. The data in this year’s survey includes share of revenues from marketing services, which stood at 6% for larger publishers, and excludes “custom publishing,” which contributed 5% last year.
Smaller publishers, with less than $5 million in annual revenues, are even more dependent on print, which contributed an average of 55% of their revenues last year. However, that’s down from 59% last year, possibly due to the inclusion of the marketing services category, which contributed 12% of revenues (with custom publishing accounting for 6%).
Looking ahead, larger publishers estimate that this year, print will account for 44% of revenues, with e-media and events growing to contribute 22% and 18%, respectively. Smaller publishers expect their revenue mix to stay almost exactly the same, with the only changes 2% point change for print (down to 53%), moving over to e-media (to 17%).
About the Data: The survey sample of 1,000 was selected by FOLIO: and Readex Research from all of FOLIO:’s domestic subscribers with executive management job titles who classified their company’s primary focus as either B2B publishing or a mix of B2B and consumer publishing on the FOLIO: subscription form. Data was collected via mail survey from January 30, 2012 to March 18, 2013. The survey was closed for tabulation with 193 usable responses. Results were filtered to include only those 169 respondents who indicated their organization is involved in B2B publishing.