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Transcript of 2011_B-To-B CEO Survey - Publishers
8/3/2019 2011_B-To-B CEO Survey - Publishers
http://slidepdf.com/reader/full/2011b-to-b-ceo-survey-publishers 1/6
30 Folio: MAY 2011 | foliomag.com
FOLIO: B-TO-BCEO SURVEY Will this year be a return to growth?
by Matt Kinsman
2011
From 2008 through 2010,
many b-to-b publishers
were holding on by their
ngertips. While the same could be
said for a disconcerting number of
publishers in 2011, many organiza-
tions are anticipating growth and
actually investing in areas that war-
rant it for the rst time in years.
Print remains the largest single
revenue stream for most b-to-b
publishers but continues to decline.
In 2010, publishers generating more
than $5 million in annual revenue
saw an average of 48 percent of
total revenue coming from print,
compared to 57 percent for smaller
publishers [Chart 1, page 30].
However, e-media was the fast-
est growing revenue stream last
year (cited by 68 percent of largerpublishers and 52 percent of smaller
publishers). While the event indus-
try was hammered almost as hard
as print over the last few years (and
event M&A dwindled to almost
nothing in the media industry aside
from UBM’s acquisition of Canon
Communications for $287 million),
larger publishers said that was their
second-fastest growing revenue
stream [Chart 2, page 30]. Most
smaller publishers—many of which
CHART 1: Approximately how much of your organization’s revenuedo you estimate came from each of these sources in 2010?
print advertising
e-media
events
paid subscriptions
custom publishing
data/market
information salesother
48%
19%
13%
6%6%
4%
5%
Company Revenue:
$5 million+
57%
13%
8%
7%
2%7%
6%
Company Revenue:
<$5 million
0 10 20 30 40 50 60 70 80 90
CHART 2: What were the fastest growing parts of yourorganization’s business in 2010?
52%
19%
21%
16%
33%
4%
3%
12%
68%
20%
10%
5%
7%
8%
online/e-media
events
print advertising
custom publishingpaid subscriptions
data/marketinformation sales
other
online/e-media
events
print advertising
custom publishingpaid subscriptions
data/marketinformation sales
other
Company Revenue
<$5 million
$5 million+
8/3/2019 2011_B-To-B CEO Survey - Publishers
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31foliomag.com | MAY 2011 Folio:
don’t have the resources or the audi-
ence to build large shows, said print
was their second-fastest growing
revenue stream last year.
In 2011, 87 percent of larger b-to-b
publishers and 78 percent of smaller
b-to-b publishers say they expect an
increase in overall revenue [Chart 3,
page 31]. The majority of both larger
and smaller publishers (51 percent
and 30 percent respectively) say they
expect a double-digit increase be-
tween 10 percent and 19 percent. No
larger publishers and just 1 percent
of smaller publishers say they expect
overall revenue to decrease this year.
Revenue Ratios
Print will account for 46 percent of
revenue for larger publishers and
54 percent of revenue for smaller
0 10 20 30 40 50 60 70 80 90
CHART 4: Approximately how much of your organization’s revenuedo you estimate will come from each of these sources in 2011?
54%
14%
6%
9%
8%
2%
7%
46%
22%
15%
5%
6%
4%
2%
print advertising
e-media
events
custom publishingpaid subscriptions
data/marketinformation sales
other
print advertising
e-media
events
custom publishing
paid subscriptions
data/marketinformation sales
other
Company Revenue
<$5 million
$5 million+
CHART 3: Compared to 2010, how do you expect yourorganization’s revenue to change in 2011?
0 20 40 60 80 100
INCREASE
by 30% or moreby 20% - 29%by 10% - 19%
by 5% - 9%by less than 5%
STAY ABOUT THE SAMEDECREASE
by less than 5%by 5% - 9%
by 10% or more
INCREASEby 30% or more
by 20% - 29%by 10% - 19%
by 5% - 9%by less than 5%
STAY ABOUT THE SAMEDECREASE
by less than 5%by 5% - 9%
by 10% or more
Company Revenue
<$5 million
$5 million+
78%
87%
51%
11%
19%5%
12%
0%0%0%
0%
1%
15%12%
30%15%
6%
1%
1%
0%0%
19%
17%9%
17%8%
8/3/2019 2011_B-To-B CEO Survey - Publishers
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32 Folio: MAY 2011 | foliomag.com
publishers this year, while e-media
will account for 22 percent for
larger publishers and 14 percent for
smaller publishers.
When it comes to print, 60 per-
cent of larger publishers say they
expect increased revenue from new
advertisers (versus 57 percent who
anticipate more dollars from exist-
ing advertisers), while 62 percent of
smaller publishers say they expect
more dollars from new print adver-
tisers and 46 percent expect more
dollars from existing advertisers.
Expectations for custom pub-
lishing and marketing services
have jumped signicantly. Forty-
one percent of larger publishers
expect more revenue from custom
this year, compared to 25 percentof smaller publishers [Chart 5,
page 32].
ProftabiitProts are a different story. While
28 percent of larger publishers say
they had a prot margin between 15
percent and 19 percent in 2010 (and
zero said they weren’t protable),
57 percent of smaller publishers
said their prot margin was be-
tween zero and 9 percent [Chart 6,
CHART 5: From which sources do you anticipate increasedrevenue for your organization in 2011?
0 10 20 30 40 50 60 70 80 90
66%
62%
46%
27%
60%
41%
28%
0%
57%
88%
61%
25%
25%
12%
6%
16%
online media
new print advertisers
existing print advertisers
events
custom publishingreaders (subscriptions,
content sales, etc.)
data/market information sales
other
online media
new print advertisers
existing print advertisers
events
custom publishingreaders (subscriptions,
content sales, etc.)
data/market information sales
other
Company Revenue<$5 million
$5 million+
0 5 10 15 20 25 30
CHART 6: What was your organization’s overall profitability in 2010?
4%
17%
28%
16%
17%
15%
0%
6%
9%
7%
17%
19%
19%
19%
30% or more
20% - 29%
15% - 19%
10% - 14%
5% - 9%
less than 5%
not profitable
30% or more
20% - 29%
15% - 19%
10% - 14%
5% - 9%
less than 5%
not profitable
Company Revenue
<$5 million
$5 million+
0 5 10 15 20 25
CHART 7: How profitable were each of these areasof your organization in 2010?
12.8%
22.1%
21.8%
15.5%
13.5%
13.5%
14.1%
10.5%
events
online/e-media
data/marketinfo sales
events
online/e-media
data/marketinfo sales
Company Revenue<$5 million
$5 million+
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34 Folio: MAY 2011 | foliomag.com
page 32]. Events and e-media were
the most protable areas for larger
publishers, while data and informa-
tion sales was the most protable
area for smaller publishers [Chart 7,
page 32]. Print was the least prot-
able area for both large and small b-to-b publishers (13.5 percent and
10.5 percent, respectively).
Operatin Expenses anTecnoo InvestmentTech spending on e-media in-
creased for both large and small
b-to-b publishers and will again
in 2011, according to respondents
(larger publishers expect operat-
ing expenses to jump 6 percent in
e-media, while smaller publishersexpect a 5 percent increase).
Larger publishers will see the
lowest rise in operating expenses
in circulation (followed by edito-
rial), while smaller publishers will
see the lowest increase in spending
against distribution and production
(2.9 percent for each).
Seven percent of larger publish-
ers invested $1 million or more in
new technology last year (while the
majority say they spent between
$100,000 and $249,999. The majority
of smaller publishers (39 percent)
CHART 8: Compared to 2009, about how much did your organization’soperating expenses increase in each of these areas in 2010?
0
1
2
3
4
5
6
4.8%
5.6%
3.5%
2.4%2.6%
1.7%
4%
3.4% 3.4%
2.5%
2.9%
e - m e d i a
s a l e s
d i s t r i b u t i o n
p r o d u c t i o n
e d i t o r i a l
c i r c u l a t i o n
e - m e d i a
s a l e s
d i s t r i b u t i o n
p r o d u c t i o n
e d i t o r i a l
c i r c u l a t i o n
Company Revenue
<$5 million
$5 million+
2%
CHART 9: Compared to 2010, about how much do you anticipate yourorganization’s operating expenses will increase in each of these areas in 2011?
0
1
2
3
4
5
6
l
l
5%
6%
4.4%
3.8%
3.2%
2.8%
2.5%
5.6%
3.6% 3.6%
2.9% 2.9%
e - m e d i a
s a l e s
e d i t o r i a l
c i r c u l a t i o n
d i s t r i b u t i o n
p r o d u c t i o n
e - m e d i a
s a l e s
d i s t r i b u t i o n
p r o d u c t i o n
e d i t o r i a l
c i r c u l a t i o n
Company Revenue
<$5 million
$5 million+
0 5 10 15 20 25 30 35 40
CHART 10: How much did your organization invest in new technology in 2010?
0%
0%
0%
1%
1%
7%
6%
22%
39%
23%
7%
3%
11%
23%
11%
15%
13%
9%
4%
5%
$1M or more$500,000 - $999,999$250,000 - $499,999$100,000 - $249,999
$75,000 - $99,000
$50,000 - $74,999$25,000 - $49,999$10,000 - $24,999
less than $10,000did not invest in 2010
$1M or more$500,000 - $999,999$250,000 - $499,999$100,000 - $249,999
$75,000 - $99,000$50,000 - $74,999$25,000 - $49,999$10,000 - $24,999
less than $10,000did not invest in 2010
Company Revenue
<$5 million
$5 million+
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say they spent less than $10,000.
The majority of large publishers
spent the bulk of their tech invest-
ment on the Web site while smaller
publishers spent the most on com-
puter hardware and software.
Wat’s Next
Smaller and larger publishers have
many of the same priorities in 2011.
Revenue growth and increasing
protability are the top priorities
for both larger and smaller b-to-
b publishers in 2011 [Chart 14,
page 36] as is increasing the Web
business and delivering ROI for
advertisers.Cutting costs remains a top
priority for 10 percent of smaller
publishers.
Meanwhile, 35 percent of larger
publishers plan to launch an online
startup while 20 percent expect to
launch a new print magazine in
2011 (a fairly high number con-
sidering the shift away from print
in recent years). Last year, just 12percent of larger publishers said
they expected to launch a new print
product. “We’re being protable by
0 5 10 15 20 25 30
CHART 11: In what one area was your organization’s largesttechnological investment in 2010?
30%
20%
7%
1%
3%
23%
21%
19%
9%
3%
5%
4%
0%0%
29%
0%
1%
2%
computerhardware/software
web site
CMS
lead generation system
social media
video
webinars
other
did not invest in 2010
computerhardware/software
web site
CMS
lead generation system
social media
videowebinars
other
did not invest in 2010
Company Revenue<$5 million
$5 million+
0 10 20 30 40 50
CHART 12: In which of these areas is your organization planning to hire in 2011?
33%
23%
11%
8%
7%
4%
6%
5%
44%
37%
43%
31%
17%
9%
8%
8%
1%
0%
sales
e-media
editorial
marketing
events
design
production-
circulation
other
sales
e-media
editorial
marketing
events
design
production-
circulation
other
Company Revenue
<$5 million
$5 million+
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36 Folio: MAY 2011 | foliomag.com
growing our smaller publications,”
said one respondent.
Meanwhile, 27 percent of smaller
b-to-b publishers plan to launch an
online startup, while just 13 percent
are planning a magazine startup.When it comes to mergers and
acquisitions, 25 percent of larger
publishers say they’re looking to
buy another company, compared to
4 percent of smaller publishers. Just
5 percent of larger publishers expect
to be sold, compared to 7 percent of
smaller publishers.
METhOdOlOgy
The survey sample of 1,000 was selectedby Folio: and Readex Research from
domestic subscribers with executive
management titles in b-to-b and con-
sumer publishing. Data was collected
via mail survey from January 14, 2011
to February 28, 2011. Results were fl-
tered to include only those who say they
are involved in b-to-b publishing. The
margin of error based on those 217 re-
spondents is plus or minus 6.2 percent
at the 95 percent confdence level.
0 5 10 15 20 25 30 35
CHART 13: Which of the following changes do you anticipatefor your organization in 2011?
27%
23%
13%
4%
7%
35%
33%
20%
25%
5%
online startup
ancillary servicestartup
magazinestartup
acquisition of another company
acquisition by another company
online startup
ancillary servicestartup
magazinestartup
acquisition of another company
acquisition by another company
Company Revenue
<$5 million
$5 million+
0 10 20 30 40 50
CHART 14: What would you consider yourorganization’s top priorities for 2011?
45%
47%
38%
24%
22%
17%
16%
16%
13%
10%
10%
5%
4%
4%
49%41%
39%
31%
20%
19%
17%
12%
5%
7%
7%
5%
3%
3%
revenue growth
increasing profitabilityincreasing web business
delivering ROI for advertiserscreating new marketing
tools for advertisers
revenue diversificationincreasing market share
creating live events
editorial integrity
cutting cost
spin-off businesses
hiring
staff stability
other
revenue growthincreasing profitability
increasing web businessdelivering ROI for advertisers
creating new marketingtools for advertisers
revenue diversificationincreasing market share
creating live eventseditorial integrity
cutting cost
spin-off businesseshiring
staff stabilityother
Company Revenue
<$5 million
$5 million+