Baking & Snack - March 2023 - 16

Sosland
Celebrates Successful Centennial
There were highlights aplenty in 2022 as Sosland Publishing marked 100 years.
by Josh Sosland
F
Josh Sosland
Sosland Publishing Co.
For Sosland Publishing, 2022 was a year of achievement
and celebration. Major milestones were reached and
observed with joy and pride. In this, an annual report
to our readers, we recount a few highlights of the year
just passed while also acknowledging challenges the
company has faced in the rapidly changing enterprise of
business-to-business publishing.
Without question, a high point of 2022 was marking
anniversary of Sosland Publishing Co. (SPC),
the 100th
established in March 1922. It would be an understatement
to describe such longevity as rare. In a 2021 article,
Family Capital magazine estimated only about 1,000
companies in the United States are at least 100 years
old, which is out of 10.8 million US companies operating
in early 2020, according to the Bureau of Labor
Statistics. At SPC, reaching the milestone was
viewed as an opportunity for a two-year collaboration
between the company's various
titles. Special
features were published
about major changes that have transpired
in the respective industries covered
as well as a look forward to trends
that may be anticipated in coming years
and decades.
Retired longtime editor Laurie Gorton
also wrote histories of each of the SPC
publications together with a history of the
overall enterprise. All the features may be
found in a special section on the company's website
at www.sosland.com. In keeping with the culture
and style of Sosland Publishing Co., the centennial
celebration overall may be characterized as " low key. "
16 Baking & Snack March 2023 / www.bakingbusiness.com
Still, our several dozen associates in attendance at the
2022 International Baking Industry Exposition (IBIE)
in Las Vegas gathered in a special space at the Las
Vegas Convention Center to toast the milestone with
about 350 customers.
The reason dozens of associates were at IBIE was to
energetically help the company discharge its duties once
again as the Official Media Provider for IBIE. With the
effects of COVID-19 ebbing, the baking industry and
allied trades were back in force at the triennial event,
and SPC was determined to demonstrate media coverage
was anything but routine. All materials were redesigned
for the event, including the Show Directory,
Show Dailies and numerous other publications, websites,
etc. Located for the first time in the Convention
Center North and West Hall Connector, the Innovation
Showcase, powered by Sosland Publishing Co., enjoyed
spectacular traffic and consistent attention.
The year just passed was not without challenges. After
an extended period of dramatic growth, the website performance
of www.foodbusinessnews.net, the company's
most actively visited website, was negatively affected by
changes to Google's algorithm. Still, the site generated
6.7 million page views in 2022 from about 268,000 average
users and remains the No. 1 business-to-business
website in its category. Bakingbusiness.com had 63%
more average unique browsers than the second largest
baking site - 1,200% more than a more recent competitor.
Company-wide, pageviews eclipsed 15 million last
year, and average monthly users topped 651,000.
In addition to taking steps to further energize online
traffic, the company in 2022 neared completion of
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