Thursday, February 11, 2010
Monetizing B to B Content
I'm back from the fabulous Niche Conference in Phoenix, Arizona, which took place on Feb. 1-2. Carl Landau knows how to bring great ideas to his audience of small and growing publishers, and throw a great party at the same time. It was fun, and shout-outs to all those with whom I got to meet and drink margaritas.
Back here in the cold northeast, we are hard at work on many fronts. Digital publishing and device revolution aside, I wanted to talk about what seems to be a growing trend we've been hearing about from B to B publishers. I just saw a great article about it in Media Business that brought it back to me. Check out the article: Can Paid Content Really Generate Revenue?
The article covers a number of ways B to B is monetizing content. I've recently heard from one of Texterity's customers that they would like to sell digital subscriptions and back issues of some of their B to B magazines in the tech space, and I have also seen other B to B publishers exploring subscription sales where they were previously in advertising-sponsored businesses only. ALM's Distressed Assets Investor is a new title for them, and their model is to sell subscriptions to real estate professionals. They have seen some real growth and interest since launching the title late in 2009. Alexa Faulkner of ALM is exploring many ways to get large organizations to sign up their members, and find content that is timely and high value - Distressed Assets Investor
We've also seen a resurgence of whitepaper activity, particularly whitepapers for sale to end users. Here's an example of the campaign Ad Age is running.
This is the seventh in a series of whitepapers, started in June of 2009. They have been very happy with the results, according to John Lamarca, Circulation Director of Crain's Ad Age, and they've found it to be a successful new revenue stream.
Digital editions have been a key part of these types of campaigns, and we've found that publishers have used digital editions as a way to test the waters. Does anyone reading this have any programs you've tried lately that have worked well in a similar vein?
Back here in the cold northeast, we are hard at work on many fronts. Digital publishing and device revolution aside, I wanted to talk about what seems to be a growing trend we've been hearing about from B to B publishers. I just saw a great article about it in Media Business that brought it back to me. Check out the article: Can Paid Content Really Generate Revenue?
The article covers a number of ways B to B is monetizing content. I've recently heard from one of Texterity's customers that they would like to sell digital subscriptions and back issues of some of their B to B magazines in the tech space, and I have also seen other B to B publishers exploring subscription sales where they were previously in advertising-sponsored businesses only. ALM's Distressed Assets Investor is a new title for them, and their model is to sell subscriptions to real estate professionals. They have seen some real growth and interest since launching the title late in 2009. Alexa Faulkner of ALM is exploring many ways to get large organizations to sign up their members, and find content that is timely and high value - Distressed Assets Investor
We've also seen a resurgence of whitepaper activity, particularly whitepapers for sale to end users. Here's an example of the campaign Ad Age is running.
This is the seventh in a series of whitepapers, started in June of 2009. They have been very happy with the results, according to John Lamarca, Circulation Director of Crain's Ad Age, and they've found it to be a successful new revenue stream.
Digital editions have been a key part of these types of campaigns, and we've found that publishers have used digital editions as a way to test the waters. Does anyone reading this have any programs you've tried lately that have worked well in a similar vein?
Labels: ALM, Crain, Monetizing B to B Content, Texterity
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