1999 Media Outlook: B-to-B Magazines

Donald Pazour

Discusses the state of U.S. business-to-business magazines in 1999, and predictions for the future.

1999 Media Outlook – B-to-B Magazines

Donald Pazour, Miller Freeman Inc.

There is still no better way to build and serve a business-to-business special interest community than through a trade magazine. Industry associations, trade shows, conferences, websites, newsletters and databases are all supplementary to well-branded, content-rich magazines properly circulated to business communities of interest.

As vendors consolidate, advertising pages within mature market sectors have declined. Without the development of new technologies and markets, advertising pages would be shrinking overall.

The economy has performed well since 1997, driven in large part by the development of a digital economy. It...

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