The Publishing Executive 2015 Trendspotting Report
We surveyed magazine publishers to find out what trends and technology they think will have an impact on the industry in 2015. While the responses will help us better understand the audience we serve, they also reveal where publishing is headed. The survey gathered information on where publishers expect growth for their businesses, what tools they plan to invest in, and where they'd like further education.
The majority of survey respondents publish B2B media (47%), followed by consumer (34%), custom (32%), association (25%), and city/regional (18%). And most respondents hold senior executive management roles (32%).
Ads Remain Top Growth Driver, Digital is Area of Investment
Publishing Executive has reported heavily on the diversification of magazine publishing companies, developing full multi-media portfolios, and growing revenue around such things as newsletters, video, and events. In light of this, we were curious what product channels publishers actually expect to see revenue growth in next year. Certainly, the variety of channels selected for expected growth was revealing. Yet 66% of respondents expect print and digital magazine advertising will remain the dominant sources of revenue growth this year. 57% expect growth in web advertising.
Following advertising revenue, 39% of respondents see opportunity in e-newsletters and 32% in in-person events. Both are trends Publishing Executive has been following. Last year Nick Ferris, global business manager at Bloomberg Brief Newsletter Division shared in our October issue how his team generated millions of dollars in revenue from dozens of B2B newsletters. Likewise, in our December 2014 issue publishers from Outside, Light Reading, and WineMaker discussed how they made their events profitable. We expect that both channels will continue to drive revenue for publishers in the coming year.
We also asked publishers what technologies or services they plan to purchase in 2015. Logically, the responses mirrored the expected areas of growth with 36% of publishers planning to purchase digital editions and apps, 34% email newsletter solutions, and 33% web publishing tools. The responses demonstrate a more general shift toward digital content-an area the media industry has continued to see expansion in over the past several years.
Publishers Working to Master Digital
Aligned with the planned investment in digital editions, app creation, and online publishing, publishers are seeking wisdom in these areas. We asked where publishers would like further education in 2015, and overwhelmingly they said that they want to learn more about digital and mobile publishing (57%). Publishers also express interest in social media strategy (41%) and audience development (39%).
Fortunately, all three of these topics will be covered in upcoming Publishing Executive events and webinars. We are actively assembling multiple summits, workshops, and online learning tools that will provide training and networking opportunities around mobile and digital publishing, social media, business development, audience development, and more.
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