How will the B-to-B publishing business fare in 2010?
That is a great question. One thing that has become obvious though is that every spending decision is being very carefully scrutinized. It is more difficult than ever to get funding for promotion and advertising and this will carry over into 2010.
If a company wants to make a move in their market position in 2010, they have a great opportunity to do so, but they need to commit. Now is the time to have the greatest impact on the market.
While many companies are being cautions about spending, the field is ripe for advancement. I say, go ahead and make your investment in your future by advertising in 2010. If a company can commit to a budget now for next year and stay with it, they will increase market share.
Let me take a try at that question. The smart advertisers will continue to advertise and the best magazines will survive in 2010. They may even thrive in 2011.