INDUSTRY NEWS: BtoB set to merge with Ad Age
The American publication BtoB magazine will no longer be published from January 2014.
BtoB will merge into Advertising Age, its sibling publication, and a number of its features, events and news content is planned to be integrated into Ad Age’s product offering.
The reasons behind the merger are said to be the growing overlap between B2B and B2C strategies. Rance Crain, president of Crain Communications and editor-in-chief of Advertising Age said: “B2B and consumer marketers are increasingly using similar tools and wrestling with the same challenges, so it just made sense to have a single marketing publication. We think we can do a better job if we coordinate coverage of all marketing under one brand, with one strategy.”