BtoB Media Business - April 2008 - (Page 10)

COVER STORY Big challenges for smaller publishers Firms boost their online operations to offset declines in print advertising revenue BY MATTHEW SCHWARTZ T he economic slowdown is having a negative effect on b-to-b media companies of all stripes, but smaller publishers may be feeling the most pain. They have fewer financial resources to deal with the rising paper and postal costs that are taking a toll on the traditional part of their business. And they face more risk as they transition to the Internet. ¶ Still, smaller publishers shouldn’t be deterred by the downturn, said Brent Kizzire, operations director at Grand View Media Group, which specializes in b-to-b, custom and enthusiast publishing and whose 21 titles include Flow Control, Global Processing and Water Technology. ¶ Pointing to the potential for paper costs to rise up to 30% this year, Kizzire said smaller publishers “have to be smart with … page counts, tighten up the issues and make sure ad-to-edit ratios are solid.” Regarding online investment, he was blunt: “You have to do it or your competition will eat you alive.” 10 | Media Business | April 2008 | mediabusinessonline.com http://mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - April 2008

BtoB Media Business - April 2008
Contents
'CSO's' 'Red Gold Rush' Takes Top Honors
Smaller Publishers Make Big Moves Online
Key Printing Trends to Keep Tabs on This Year
Sales & Marketing
M&A
Online
Events
People
Benchmarks
Economic Downturn Presents Opportunities

BtoB Media Business - April 2008

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