US B2B Mags Show Continued Slump Into Second Half
Business to business (B2B) media in the US remains in a slump as we move into the second half of 2002, according to an analysis by PBI Media’s MIN. The group reports that the expected pick-up in advertising pages and revenues has yet to emerge.
Forecasts from Veronis Suhler Stevenson predict that B2B magazine revenues will show a 4.6% compound annual growth rate (CAGR) between 2002 and 2006. This follows a CAGR of 3.6% in the 1996-2001 period. Trade shows and exhibitions are expected to be stronger, at 9.0% CAGR, giving a combined total of 3.1% growth.
| Growth of US Spending on B2B Media | |||
| B2B magazines | Trade shows & exhibitions | Total | |
| 2001 Expenditures (millions) | $12,968 | $8,070 | $21,038 |
| 1996-2001 CAGR | 3.6% | 3.7% | 3.6% |
| 2001-2006 Projected CAGR | 4.6% | 9.0% | 3.1% |
| 2006 Projected Expenditures (millions) | $14,341 | $10,124 | $24,464 |
| Source: Veronis Suhler Stevenson, July 2002 | |||
However, forecasts from CMR put B2B magazine ad spending down 11.4% in 2002 – the first two consecutive years of decline for the sector in over a decade, with 2001 already down 22.0% (see CMR Forecasts Show Improving H2 For US Media).