Outsell forecasts that the B2B Trade Publishing & Company Information market will grow 1.0% in 2010 to $22.2 billion. Over the next four years, Outsell forecasts this market will grow by more than $2.5 billion and reach $24.7 billion by 2013, which is a four-year 2009-2013 forecast CAGR of 2.9%. It forecasts the B2B trade publishing subsegment will grow 0.5% in 2010 and grow 2.9% in 2011. The company information subsegment forecast is for 3.0% growth in 2010 and 4.0% growth in 2011.
This segment will return to growth, but muted growth, in the 2010-2013 forecast period following serious double-digit declines in 2009 triggered by the worldwide recession and financial crisis. Economists are calling this the “half-speed recovery” and our forecast matches that characterization. The year-over-year comparables in 2010 are helped out by the miserable 2009 performance, and all top line forecasts for 2010 through 2013 are at least positive.
B2B trade publishing companies provide advertisers with prime professional online audiences, • in-person and virtual event attendees, and print readers who see the advertisers’ messages when reading the publishers’ relevant, deep, niched, and targeted content. These companies serve two customer sets: users and advertisers. The majority of the content is free to users with advertisers providing the bulk of the publishers’ revenue. The recession and advertising slump of 2008-2009 has accelerated these publishers’ interest in adding more subscription-funded data businesses. Examples include Ziff Davis Enterprise, Penton Media, and Hearst Business Media.
Company information firms typically identify prospects and supporting qualifying information • and insights that serve their customers’ business development, lead generation, marketing activities, or competitive analysis activities. Ninety-nine percent of this sub-segment’s revenue comes from users. Examples include Hoover’s, Infogroup, Jigsaw, and NetProspex.
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