{"id":12355,"date":"2015-12-11T14:51:57","date_gmt":"2015-12-11T19:51:57","guid":{"rendered":"https:\/\/www.mgb2b.com\/blog\/?p=12355"},"modified":"2016-07-01T13:17:29","modified_gmt":"2016-07-01T17:17:29","slug":"finding-the-right-b2b-publication","status":"publish","type":"post","link":"https:\/\/www.mgb2b.com\/blog\/finding-the-right-b2b-publication\/","title":{"rendered":"B2B Publishers: What’s Profitable for Them is Profitable for You"},"content":{"rendered":"

\"finding<\/a><\/p>\n

While it may not always seem like it when you are in the midst of your media negotiations, B2B publishers and B2B marketers have a very symbiotic relationship \u2013 what’s profitable for them is often profitable for you. That’s because like you, legitimate publishers stay on top of industry trends and work to keep their customers\u00a0satisfied. Finding the right B2B publication for your brand means searching for publishers who think like you do. Here is where smart\u00a0B2B publishing partners can provide value:<\/p>\n

<\/p>\n

Integrity.<\/strong> Readers are a publisher’s lifeblood, and the successful ones have a loyal customer base. The American Society of Business Publication Editor has a Guide to Best Practices that states:<\/p>\n

\n

Business-to-business (B2B) publications, online and in print, exist to serve their audiences in the specialized fields they cover, while being financially viable businesses themselves. To provide the publication\u2019s service effectively, editors must maintain editorial excellence and the trust of the communities they serve.<\/p>\n<\/blockquote>\n

Native Advertising.<\/strong>\u00a0Publishers have embraced native advertising, which gives them the opportunity to become part of advertisers’ content marketing strategies. Even though native advertising is a relatively new medium, it is considered more effective<\/a> than both “print and other offline promotion” and “traditional online banner Ads” among B2B marketers. The strongest B2B publications have found a\u00a0sustainable\u00a0content marketing model (read: one that allows advertiser content to harmonize with editorial without using resources that break the bank).<\/p>\n

Data Collection.<\/strong>\u00a0The best B2B Publishers know exactly who their\u00a0readers are: job titles, geography, what types of purchases they influence, etc. This type of data not only helps advertisers select the right publications for their audience, it provides advertisers with better targeting opportunities. How do publishers get this level of data? By having content that readers are willing to pay for<\/a>\u00a0\u2013 with their personal information.<\/p>\n

Remember, this is true of legitimate<\/em> publications. There are still publications that rely solely on unsolicited circulations for their revenue streams or on\u00a0inflated data<\/a>.\u00a0Be sure to do your due diligence: research and understand the publications, ask the right questions, and develop relationships with both your advertising reps and the team responsible for developing content.<\/p>\n","protected":false},"excerpt":{"rendered":"

While it may not always seem like it when you are in the midst of your media negotiations, B2B publishers and B2B marketers have a very symbiotic relationship \u2013 what’s profitable for them is often profitable for you. That’s because like you, legitimate publishers stay on top of industry trends and work to keep their […]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98,103],"tags":[414,416,424,417,415],"class_list":["post-12355","post","type-post","status-publish","format-standard","hentry","category-b2b","category-marketing-strategy-2","tag-b2b-publishing","tag-does-native-advertising-work-in-b2b","tag-finding-the-right-b2b-publication","tag-how-do-b2b-publications-gather-data","tag-how-to-evaluate-b2b-media"],"_links":{"self":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/12355","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/comments?post=12355"}],"version-history":[{"count":10,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/12355\/revisions"}],"predecessor-version":[{"id":12746,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/12355\/revisions\/12746"}],"wp:attachment":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/media?parent=12355"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/categories?post=12355"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/tags?post=12355"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}