The dynamics of the business press

An authoritative overview of the sector's economics, role, status ... and implications for planners

Alan Smith

This searching and closely documented article begins with the economics that drive a giant, expanding and complex publishing sector. Adspend is a dominant revenue source and titles are proliferating - though not in every category. Reader attitudes, the penetration by main categories and its competitive advertising take versus other business media (exhibitions, direct mail) are quantified. Some valuable media planning implications are noted: the discontinuity between business target groups and publishing categories; disparities between titles' sizes and advertising relevance; and issues of readership research and circulation audits.