I’ve been reading some terrific articles about the future of the traditional “trade press” in the past few weeks, and you may well enjoy the debate too. While many people have long been predicting the demise of 100%-ad-supported print magazines, What B2B advertisers really want from media on The Marketfarm Blog suggests an intriguing reason why old media specialists are doing so badly: “Its not just because there are too many other choices. Its because industrial marketers arent interested in their survival.”
This is the logical extension of what’s happened over the past ten years: if the main place your prospects are looking for information is on the web, and your site can be as prominent as any from a magazine, then why publish your content on their sites …when you can publish it exactly the way you want, exactly when you want, on your own site? We’re all publishers now. If third-party publishers want our content (never mind our advertising), they need to provide a good reason for us to give it to them. And they simply haven’t done so.