Immediacy online, depth in print: the inevitable future of b-to-b publishing

The power of web publishing is inexorably moving strong business to business print brands to reduce their print frequency and making up the difference with beefed-up news and opinion online. In magazine-related circles in Canada, Marketing did just this and so did the magazine industry trade magazine Masthead. Now, Adweek magazine in the U.S. has announced that it is reducing its weekly to 36 issues annually.

"While our magazine continues to be an essential element of this iconic, multi-platform brand, we are moving with our audience by relaunching Adweek.com to maximize the value we provide our community—delivering the most robust content in the industry 24/7 replete with exclusive Nielsen data. In addition, we will publish 36 print issues next year, beginning in the first quarter of 2008, and continue to engage the community through our events and forums," [said Sabrina Crow, senior vice president of the media and marketing group at Nielsen Business Media].