Wednesday, October 31, 2007

Outsell: B-to-b digital ad revenue to top print revenue by 2009

Outsell: B-to-b digital ad revenue to top print revenue by 2009
- Matthew Schwartz

Burlingame, Calif.-B-to-b digital advertising revenue will outpace print ad revenue by 2009, according to a new report from market research company Outsell.

The report said b-to-b print revenue is expected to account for 34.3% of total b-to-b media revenue in 2009, compared with a 38.6% share for digital products. Events are expected to account for 27.1% of total revenue. The projections are contained in Outsell's "B-to-B Trade Publishing & Company Information: 2007 Market Forecast & Trends Report."

According to Outsell, print accounted for 44.7% of the $20 billion in total b-to-b media revenue in 2006, compared with 28.3% for digital and 27.0% for events. Last year marked the first year digital topped events.


Edwin S. Grosvenor has purchased the magazine, Web site and book division from the Forbes family with plans to resume publication with a December/January issue.

The deal is for $500,000 in cash and the assumption of about $10 million in subscription liabilities, putting the deal's total value at around $11 million.

"This is a dream come true," said Grosvenor, who has been talking with the Forbes family since May. "It's one of the great brands in American publishing."

The magazine's last issue was published in April, although Forbes has kept the Web site active.

Grosvenor said that he is in the process of raising $2.25 million and that the Forbes family will keep a 25 percent stake in the new company, to be called American Heritage Media.

American Heritage was founded in 1954 by former Life magazine editors Joe Thorndike, Jim Parton and Oliver Jensen, and for the first 10 years was a hardcover magazine that published six times a year and accepted no advertising.

"It was a runaway success," recalled Richard Snow, the long-time editor-in-chief who edited the magazine until earlier this year when Forbes suspended the print edition.

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