“Online has impacted print publications” say UK B2B publishers

Online B2B publishing has impacted significantly on printed business publications. This was the unanimous view of over twenty UK B2B publishers in a recent survey conducted by Sift.

The survey, carried out in May 2005, showed all respondents agreeing that the online channel has reduced the usefulness of B2B magazines.

Sift’s survey aims to build upon a major research project, commissioned earlier this year by the UK Association of Online Publishers (AOP), which concluded that B2B websites had overtaken printed media as a preferred source of work-related information. AOP found that 82% of business decision makers use B2B websites regularly and spend an average of one hour per day viewing them.

According to Sift’s findings, B2B publishers are responding to this opportunity, reflected in their expectations of online revenue growth over the next two years. At present, one in three (33%) said that the online channel generates more than 30% of their turnover. Almost twice as many (61%) expect that the online channel, in two years time, will generate more than 30% of their total revenue.

Commenting on the findings, Alexandra White, director of AOP, said:
"AOP exists to support the development of online as a major channel for B2B and consumer publishers, and our own research has proven the effectiveness of B2B websites for targeting business professionals. Sift’s findings verify a genuine appetite amongst publishers to make online happen."

One in five (21%) said that their business were "fully prepared" to take advantage of a shift towards online B2B publishing. A further 67% admitted that they were "prepared, but still had some work to do".

One respondent declared that a trend towards online B2B publishing would serve as a positive catalyst for creativity in printed publications – by delivering more innovative marketing solutions for advertisers and improving integration with the online channel, for example. This view is supported by the research: only 16% felt that online was likely to replace printed B2B titles, with the majority (84%) believing that print and online publications would be used equally.

Helen Trim, sales and marketing director at Sift, added:

"It is clear that online publishing is an accepted business model in the B2B space, with many publishers already rising to the challenge. Sift’s survey tested some of the key findings from AOP’s B2B website research – and the results show strong support for AOP’s conclusions, lending both substance and guidance to B2B titles wishing to engage with their audience online."

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For further information, please contact:

Darren Falkingham
Marketing Manager
darren.falkingham@sift.com
Sift Software, 100 Victoria Street, Bristol, BS1 6HZ, United Kingdom
tel: +44 (0) 117 915 9609


EDITOR’S NOTES
Sift provides online engagement solutions to clients in the publishing, public and not-for-profit sectors. Supported by the Sift Seminar Series, we help to keep our clients at the forefront of the latest online engagement techniques.

Sift’s clients include Centaur Communications, Quantum Business Media, Institute of Physics Publishing, British Mensa, Kennel Club, British Council, the Countryside Agency, European Commission, the NHS, the Scottish Executive and York City Council.

Sift is a successful company recently recognised by Deloitte & Touche, the Sunday Times Fast Track 100 and New Media Age as one the fastest growing companies in the UK.