B-to-B Publications Generated an Average of $5.47 Million in 2007: The 2008 ABM Financial Trend Report Says Overall Advertising Revenue Fell for B-to-B Publishers but the Average Net per Page Actually Increased
Kinsman, Matt, Folio: the Magazine for Magazine Management
PUBLISHERS IN 2008 TO 2010 will look very different from the way they did from 2005 through 2007, the period covered by the American Business Media Financial Trend Report, presented by the Jordan, Edmiston Group.
In 2007, print advertising accounted for 84 percent of the average b-to-b publication's revenue while print overall provided an average of 66 percent in total revenue contribution, compared to 15 percent for digital (e-media as a contributor was actually flat in 2007 compared to 2005, according to the report).
Net advertising totaled $4.11 million, down 1.8 percent from $4.19 million in 2006. Business-to-business publishers saw a 5.2 percent drop in ad pages, while net ad revenue per page hit a period high of $6,250 in 2007, up 3.6 percent from 2006. Display advertising dropped 1.4 percent to $3.9 million. Classified advertising was hard hit, down 8.3 percent in 2007 while share of ad revenue decreased over the three-year period between 2005 and 2007. The average publication generated $5.47 million in total revenue, down slightly from 2006 but even with 2005. The average number of issues per publication fell from 18.8 in 2005 to 18.5 in 2007.
Total circulation fell 2.9 percent with the average publication serving a circulation of 44,952. Single copy sales actually rose for b-to-b publishers, up 40.4 percent in 2006 and another 6.3 percent in 2007. Subscriptions accounted for 98 percent of circulation revenue (which in turn accounts for under 9 percent of total publication revenue). Circulation contribution fell 8.8 percent to an average of $132,000 with the contributing margin falling to 27.3 percent.
Operating Expenses Decline
The expense line for all reported publishing operations were down 1 percent. …