Wind in the Reeds
Yesterday, when Reed Elsevier announced the intention to sell off the majority of its RBI publications, while retaining those that “fit well with [their] plans”* we were taken aback. Sure, it’s “happening everywhere” in the print magazine industry, and this is not the first we’ve heard of RBI’s sale but it’s difficult to accept that a major player in the business can just throw up their hands and walk away.
It seems that North American trade press has been hit even harder than mainstream news. What’s the future of B2B communications while print flounders?
For many, the answer is a move to digital media - whether by offering an optional digital format of the magazine or a full-service Web site that includes articles, blogs, comments and news feeds. Content that is consistantly updated in real-time is the lifeblood of these sites and has become integral to the SEO strategies of companies fighting to maintain relevancy in a saturated online market.
The move to all-digital formats makes sense for many of these publications. After all, many of their readers are stationed at a computer or near their Blackberry/Palm/iPhone most of the day, so a digital media form makes sense.**
In order for these endeavors to succeed, these publications will have to become integrated; that is to say, it will likely have to go above an offering of a .pdf version of a magazine. These sites should become the “hub” for their readers; a place where content is shared, readers become part of the conversation and remain engaged and informed. for digital magazines and Web sites for many of these trade publications.
Among all trade publishers, Reed publications have generated arguably the largest online media presence. Many have adopted not only a digital format (which I’m thankful for, on behalf of trees and my recycling bin), but also blogs, vlogs, Twitter and Facebook accounts. They saw the writing on the wall, got creative and adapted at a breakneck speed, exceeding the expectations of many. These sites do not behave like stereotypical, flat B2B trade pub Web sites – they are dynamic, interesting and content-rich. What more could you ask for?
I have faith that these publications, bolstered by their web-savvy editors, will emerge from the chopping block even stronger than before. I hope that investors can see the value in these publications, the bargain price they’re going for and, moreover, the influence and respect they have in their respective markets. To all of the editors that we have worked with here at Koroberi, we will see you on the flip side – and be sure to comment on your blog.
*(including the construction units Reed Construction Data US & Canada and RS Means, entertainment units Variety, Marketcast, LA411 and Buyerzone)
**I did see a few copies of a familiar B2B software magazine at the gym a few weeks ago, where admittedly reading from a screen is a bit difficult.
