B2B's diminished share is apparently moving more and more online

A report by an international research consultancy seems to confirm what is widely believed in the industry -- that there is a rapid change happening in business-to-business (trade) media, with a shrinking share of advertising dollars also shifting online.

According to the research, by Outsell Inc., as reported in a story in MediaDaily News, not only has the b2b share of print revenue declined in the last few years (from 58% in 2003 to 40%), online revenues in b2b jumped from 18% to 34%, with most of the shift happening between 2005 and 2007.