• Advertising Age, Thursday, November 20, 2008 10 AM

Two separate paths are open to business-to-business publishers, and companies should pick one and organize their mission, staffing and technology accordingly, says a new Booz & Co. study. "A Roadmap for Profitable Revenue Growth," was presented at the American Business Media meeting.

The first path focuses on marketers and includes advertising, marketing and custom services. The second path focuses on end-users and includes content, data, applications and services. In today's harsh marketplace it is too complex to try to follow both paths simultaneously, says the report.

Of the two paths, an emphasis on end-users has a bit more of an upside, with 80% of these companies outperforming the industry at large, compared with 70% in the marketing camp, say Booz partners. But consistency is what's most important. Companies far along in the life cycle of either path tend to outperform the industry in print revenue and overall revenue growth.

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