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UBM: Business Media Company’s Digital Revenues Surpass Print

Published on April 27, 2012

This is the year analysts predicted that digital advertising will surpass print in revenues, and here is some proof. Digital revenues outpaced print at business-to-business group United Business Media for the first time in Q1. UBM publishes InformationWeek, The Journal of Commerce and Psychiatric Times, among other titles. It also owns PR Newswire, TechWeb, and offers marketing services.

The company released its Q1 fiscal report yesterday, and for the first time, its online revenue exceeded print. As BtoB describes, revenues from online marketing services totaled $34.4 million, and print marketing services totaled $30.8 million.

That represents an 11.2% boost in online marketing services for Q1 compared to 2011, while print marketing services plummeted 31.4% in Q1 year-over-year (YoY). This was due in part to drops in ad pages, also, to some divestments in titles.

Earlier this week, its InformationWeek title unveiled three new marketing services products in educational programming, social media and live streaming video. The InformationWeek University product includes a sponsored track, which can supposedly deliver a minimum of 800 leads for the sponsor.

The experts at eMarketer called it in January, when they predicted that the online ad spend would bypass print in 2012—across all media. UBM is a well-diversified business publisher, but consumer publications are expecting a digital boost too, after a healthy growth across media of 42.1% in 2011. That growth will be fueled this year by, among other factors, the move to e-reading and magazine apps, and by advertising around the 2012 election and summer Olympic Games. eMarketer has projected that U.S. online ad spending will grow 23.3% in 2012 to nearly $40 billion, and nearly $53 billion in 2013. This will make 2012 the first year in which online ad spends will surpass the total spent on print ads, with $39.5 billion online versus $33.8 billion in magazines and newspapers.