We attended the What Happens to Magazines event last night, laid on by Ian Delaney, editor at NMK and hosted by Kathryn Corrick.
The panel was an electic mix of people from the UK magazine industry with Louise White, group marketing director of Incisive Media, representing business media.
Because of the size and diversity of the panel it’s tricky to summarise everything because each publisher, whether a blogger or a free sheet, each has their own set of individual challenges. However some of the key themes for business media included:
- the importance of niches (as we know)
- moving online is not just a problem for B2B publishers. It is also a problem for B2B advertisers and clients in terms of how they create and sell engaging online advertisements
- video content will become more prominent
- publishers must stick to what they are best at = content and information
- feature and long tail content tends to engage users for longest
- reviews, previews and tutorials all draw readers
And finally, if you’re involved in digital, it’s worth joining and following NMK.
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- Business media: predictions for 2009 (businessmedia.co.uk)
- Rory Brown: What next for the B2B media industry? (blogs.journalism.co.uk)
