Media Outlook 2001: Business Media

In early 2001, the author looks at the challenges and opportunities for b2b media in the USA - especially the mantra of 'convergence' (in print, in person and on-line), mergers and growth.

Media Outlook 2001: Business Media

Gordon HughesAmerican Business Media

The year 2000 produced a new mantra for b2b media – convergence: in print, in person, and on line. With the emergence of this new model, the b2b medium became increasingly important to advertisers and their agencies. Relationships between magazines and their advertisers have been pushed to a new level – one of greater interdependence and consultancy.

With this, magazine ad revenues increased by 10 to 12 percent, tradeshow revenues by 15 percent and for the second consecutive year, an astounding 40 percent of ABM members Web sites were in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands