Events, Data-Driven Ads Boosts Haymarket's B2B Brands
Haymarket’s Energy and Environment Division publishes several authoritative B2B publications such as Windpower Monthly, focused on wind-energy development since 1985, World Architecture News, the largest provider of news and information to the global architectural community, and ENDS, the leading provider of environmental and sustainability intelligence for British and European businesses. As commercial manager of this division Tim Lomas also runs the key B2B brand Horticulture Week, a combination of market-leading news, technical intelligence and business insight for professionals in the UK’s horticultural industry.
Lomas’ focus on the commercial relationships between suppliers and audiences, places him in an ideal position to gauge how monetization and reader experiences have evolved over the past couple of years within the B2B publishing environment.
He stresses that specialist publications within a single-sector funnel does not mean one-size-fits all. “Yes, there is a universal aim: to deliver high-value, addictive content which enables individuals to do their jobs better and business leaders to develop their organizations and industry. To deliver this there are similar themes, for instance, a real need for data and insight. However, the requirements differ significantly both within and between our specialist communities. Therefore the specific type, frequency and quantity is so varied that a ‘one-size-fits-all’ best practice would not work in meeting our individual readers needs.”