This strategy aims to create a new revenue stream for B-to-B publishers without cannibalizing their print business, which is already taking hits.
The network will be built by WPP's 24/7 Real Media. At launch, it will include over 200 Web sites owned by the B-to-B publishers, reaching roughly 10 million unique visitors per month. This figure includes 6 million small business owners, according to the publishers. BBN will be its own stand-alone business--and unlike many networks, the publishers will not own stakes in the company.
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The four hope the convenience of a single point of sale and reach provided by the network will attract new brand advertisers that might not otherwise consider B-to-B publications. Likely candidates include advertisers in the banking, finance, technology, and insurance categories.
According to American Business Media, B-to-B magazines saw revenues fall 2% in 2007 compared to 2006, as ad pages dipped 3.3%. Digital media revenues increased 20%, and trade show revenues were up 6.6%.