B2B Publisher Revenue Shifts Decisively Online

May 1, 2009

This article is included in these additional categories:

Analytics, Automated & MarTech | B2B | Financial Services | Trade Shows & Events

The aggregate percentage of print-generated revenue among B2B publishers fell from 58.3% to 40% between 2003 and 2008, while electronic revenues climbed from 18% to 33.9% during the same period, according to an industry analysis by Outsell, Inc.

A more specific look at the period from 2005-2007? reveals that the aggregate percentage of revenue from print declined from 53.1%to 44.1% in 2007, with a corresponding increase – from 22.1% to 30.2% – in the percentage of electronic revenue:


Top-Company Rankings

In addition to numerically tracking the shift to electronic revenue, the analysis also ranks business-to-business publishers and information providers on their success in growing electronic revenue over print, which Outsell said is a key indicator of these companies’ potential for continued growth and even survival.

The research cites International Data Group(IDG), Thomas, Alibaba.com, CNET and Hearst Business Media as “pacesetters” with regard to the shift to revenue generation from electronic media sources.

“B2B publishers have moved past the midway point in their transformation to a web-based, user-centric, all-media anytime, workflow-efficient world,” said Chuck Richard, VP and lead analyst, Outsell, Inc. “Within five years, all the leading companies will draw at minimum 50% of their revenue from electronic sources, and 0-25% from print.”

About the research: Outsell’s “Market Analysis: Leaders in the B2B Print to Electronic Revenue Shift,” report includes a detailed table showing the top 44 B2B companies’ revenue mix from 2005-2007, trends underlying shifts in print and electronic revenues – as well as events, an analysis of methods specific companies use to aggressively grow electronic revenues, and other best practices for advancing digital transformation.


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