Business-to-Business publishers; circa 2013
FIRST INTERNET WAVE: Turned business of paper publishing
on its head.
THIS INTERNET WAVE: Trying to suck the value from publishing websites.
Are you an independent publisher? Do you publish paper pubs? Strictly online? Maybe some webinars or conferences?
Powerful internet forces plan to eat your lunch. Nothing personal—they like you as well as any other content producer, even that site which runs your articles and sells advertising around them.
Marketers are being introduced to technology meant to "make online advertising more efficient." Translation: pay you less money. Independent B2B publishers need to be paid for that investment in content and reporting.
Your readers are becoming data points to the advertising industry at large. The advertising industry no longer calls them readers; now they're merely "users" and "uniques." The largest advertisers find it increasingly difficult to have their agencies deal with small and mid-sized publishers.
You provide true value your readers; that's no less real because the internet titans discount it and think that all page-views are the same. We believe quality content, professionally written and edited, is what stands between the internet becoming just so much fluff, even in the B2B space. We are bringing publishers together to ensure the value of our websites is not degraded.
Advertising on the internet is developing a 2-tier structure.
In 2011, your biggest competitor is no longer the other magazine publisher. A perfect storm of Search Engines; Ad Serving engines; SEO; research and software providers; mega-publishers; mobile advertising; and social media are determining your online sales future, whether you agree with them or not.
Most independent publishers are not part of this world. By using Google's AdSense or some of the ad networks, they work on the fringes at best.
If you are profitable and comfortable, it is easy to believe you have plenty of time to worry about market forces you cannot control. If you don't have the tools to compete with the biggest publishers and networks, should you really wait any longer?
- The truth is, if you do not manage this paradigm shift, it will leave you in the dust.
- If you are not planning to tap into the same high level, cookie-tracked research your mega-competitors is using, what are you thinking?!
An invitation to independent B2B Publishers who serve industrial, business and technical verticals
Even if earning higher revenues is your only motivation to work with your fellow publishers—welcome aboard. Come for the quick, easy, monthly check; stay for the growth opportunities you will find.
Monetize unsold inventory.
At its simplest, fill excess ad inventory and receive positive cash-flow next quarter and receive monthly thereafter – indefinitely.
This is not just for traditional publishers. At the Next-Tech Markets Ad Co-op, we also welcome ethical content aggregators to join us—and to benefit from the added value we publishers bring to the party.
If you are a B2B information site which relies on cost-per-click (CPC) text ads – or ads from other networks – then you know how nice it is to get that check each month. These checks will just be bigger.
The power of the group
Few publishers want to outsource advertising sales. Next-Tech Markets is all about making your own ad sales more productive. Working with publishers serving related markets gives you the opportunity to increase your sales even to current advertisers.
Access better technology than most publishers can afford on their own. You do not need to jump in and overhaul your operations.
A key element of the Next-Tech Markets Ad Co-op will be keeping all of us on top of the game—enabling us to better stay up to date on the forces gathering around us. Adapt your real competition's tools and beat them at their own game.
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