2007 SSP TMR
Interview 4: “The Long Tail in Trade Publishing”
Interviewer: Mary Ann Liebert
This session provides an overview of why the business-to-business media field is a classic “long-tail” marketplace, with a few blockbusters and thousands of brands you’ve never heard of. Each B2B media vertical (the industry a publisher serves) is a smaller example of long tail. Hammock will examine how B2B media, which often gives away print content, generates revenue outside of the magazine, via events, data, services, custom publishing, and the like. This shows how small, niche publishers – and now, online-only B2B media companies – can grow in value by serving a narrow niche and by providing “community” and access to “mission-critical” information.
Speakers
Founded in 1991, Hammock Publishing now has offices in Nashville, Washington, D.C., and New York City and works with more than 150 freelance writers, photographers, illustrators and advertising sales representatives across the country.
science and law. Her knowledge and insatiable curiosity, coupled with remarkable prescience and speed has enabled the launch of publications focused on cutting edge research and applications. Prior to 1980, Mary Ann was Vice President of Marcel Dekker Inc. After her presentation at last year’s Charleston Conference, she was invited to pen her column in AGAINST THE GRAIN.