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.