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Michele Clarke's avatar

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.

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hunterwalk's avatar

i'm down with the mole

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