2013 FOLIO: CHART 2: FOLIO: COVER STORY2013 FOLIO: B-to-B CEO Survey From a revenue perspective, the...
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CHART 1: Approximately how much of your organization’s revenue do you estimate came from each of these sources in 2012? print advertising e-media events marketing services (2013 only) paid subscriptions data/market information sales other print advertising e-media events marketing services (2013 only) paid subscriptions data/market information sales other CHART 2: Approximately how much of your organization’s revenue do you estimate will come from each of these sources in 2013? <$5M <$5M 55% 53% 48% 44% 15% 17% 20% 22% 7% 7% 17% 18% 12% 12% 6% 7% 4% 4% 4.5% 4% 2.5% 3% 2% 2% 2% 2% 5% 5% $5M+ $5M+
Transcript of 2013 FOLIO: CHART 2: FOLIO: COVER STORY2013 FOLIO: B-to-B CEO Survey From a revenue perspective, the...
2013 FOLIO:B-to-B CEO SurveyFrom a revenue perspective, the media mix holds steady as digital and print remain the two biggest contributors.by Bill Mickey
CHART 1: Approximately how much of your organization’s revenue do you estimate came from each of these sources in 2012?
print advertising
e-media
events
marketing services(2013 only)
paid subscriptions
data/market information sales
other
print advertising
e-media
events
marketing services(2013 only)
paid subscriptions
data/market information sales
other
CHART 2: Approximately how much of your organization’s revenue do you estimate will come from each of these sources in 2013?
For about as long as we’ve been fielding this survey, digital has been labeled the fastest growing sector in b-to-b media. It is again this year, by far, accord-ing to respondents to the
survey. Yet as we reported in the 2012 survey and with very similar results showing up this year, the b-to-b media mix is holding an awfully familiar pattern.
MOSt ArE tAkIngSMALL StEpSThis is not to say that b-to-b publishers are not making efforts to adjust their media mix. These things take time and significant investment—and not everyone has the capital sitting around to pour into the kind of infrastructure overhaul and hiring binge needed to spur a major change in go-to market strategy. Indeed, 1105 pres-ident and CEO Neal Vitale says on page 9 in our tech investment outlook that his company’s evolu-tion has been more incremental than radical: “I feel that we are in a long evolutionary process where we incrementally improve and
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FOLIO: COVER STORY
28 Folio: MAY 2013 | foliomag.com
28_BtoB_CEO_Survey_May13.indd 28 4/24/13 12:34 PM
