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Professional publishing gets down to business

Writing here I know that every reader recognises the importance of B2B marketing. But perhaps not everyone is as convinced of the crucial role that high-quality, editorial media play in that process.

If B2B marketers have any doubts about the role branded and editorially-led B2B media should play in their campaigns, it is down to us – the media owners – to stand up and make our case. Perhaps in the past our eagerness to compete with one another has got in the way. But now competition from outside is intense – particularly from new online service-providers without our editorial pedigree.

So it is encouraging that established publishers have come together for a united strategic push. But this is just the beginning of a new chapter and we need to do more.