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IBM study paints not-so-pretty picture for B2B media

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A new study by the IBM Institute for Business Value concludes that the troubles faced by traditional media aren’t going to go away when the recovery picks up steam.

The study, according to a report by BtoB magazine, concludes that as more and more people move online to get their information, advertisers aren’t willing to pay as much to reach them. Why? Presumably because these prospects become easier for the advertisers to reach – a conclusion that’s hinted at by the study’s other finding: that advertisers are willing to pay some kind of premium based on context and relevance of the audience.

This is nothing new to readers of this blog. But it’s a big stick in the eye for B2B media types who still think their future will be secured simply by providing great content.

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About the Author:

Bob Rosenbaum is founder and principal of The MarketFarm, a content-oriented strategic communications firm.

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