Just to say it, this "new" b2b media model is not new. Successful b2b publishing has always focused on affinity -- the first time around (when Norman Cahners, Bill Ziff and Pat McGovern built empires on top of the model), the foundation was qualified subscriptions -- where you had to clear a budget-authority bar in order to qualify. The best editors would tell you they ran their b2b editorial the same way the editor of Stereo Review ran his -- appealing to peoples' (professional) passions. This time, it looks like engagement is going to be the qualification (see Morning Brew's recent post) -- if you don't engage, you're dropped. That's just another measure of professional passion. The first time, ads were the primary revenue stream, but not the only one -- direct sales to subscribers of ancillary products and services were common among the successful publishers. A devastating ad recession from 1991-1994 decimated that first wave of successful b2b media -- just long enough ago to remove a generation of institutional memory about what made the model soar. There are still a few folks around who ran those editorial and sales though -- they'd be worth a conversation.
Great newsletter by the way. I have a personal one called the Go Getter where I share lessons to my kids from 25+ years in the work force and as a Dad. Lessons that should be applicable to others too. Keep up the good work.
Nice Brian. We have built our media business (www.rotarydigital.net) to specifically cover a niche to attract DTC business. The hope is these DTC businesses continue to recognize quality over quantity and not the allure of poor scale. Like going back to my magazine days when environments mattered.
The rise of DTC media
Just to say it, this "new" b2b media model is not new. Successful b2b publishing has always focused on affinity -- the first time around (when Norman Cahners, Bill Ziff and Pat McGovern built empires on top of the model), the foundation was qualified subscriptions -- where you had to clear a budget-authority bar in order to qualify. The best editors would tell you they ran their b2b editorial the same way the editor of Stereo Review ran his -- appealing to peoples' (professional) passions. This time, it looks like engagement is going to be the qualification (see Morning Brew's recent post) -- if you don't engage, you're dropped. That's just another measure of professional passion. The first time, ads were the primary revenue stream, but not the only one -- direct sales to subscribers of ancillary products and services were common among the successful publishers. A devastating ad recession from 1991-1994 decimated that first wave of successful b2b media -- just long enough ago to remove a generation of institutional memory about what made the model soar. There are still a few folks around who ran those editorial and sales though -- they'd be worth a conversation.
i'm down with the mole
Great newsletter by the way. I have a personal one called the Go Getter where I share lessons to my kids from 25+ years in the work force and as a Dad. Lessons that should be applicable to others too. Keep up the good work.
Nice Brian. We have built our media business (www.rotarydigital.net) to specifically cover a niche to attract DTC business. The hope is these DTC businesses continue to recognize quality over quantity and not the allure of poor scale. Like going back to my magazine days when environments mattered.