Ad revenue grows for b-to-b outlets, '05 report reveals

NEW YORK: Ad revenue for b-to-b publications is rising, found a Business Information Network report for June 2005.

NEW YORK: Ad revenue for b-to-b publications is rising, found a Business Information Network report for June 2005.

The report shows that combined revenues for the first six months of this year are up 3.6% compared to 2004. The biggest gains were in the government category and in the banking, financial, and insurance category, with 18.9% and about 15% gains respectively.

The increase in revenue also resulted in additional editorial pages, with 8.7% among government publications and 8.2% in the financial category.

Michael Robinson, VP of Levick Strategic Communications, said the report could also indicate good news for PR pros. "The appetite for business news is still out there and growing," he said. "The news hole is holding steady or even growing slightly."

And because an increase in ads often results in more editorial pages, Robinson noted that it could have an effect on the type of stories being written.

"It means [PR professionals] have the opportunity to work on enterprise stories, and they have the opportunity for more staff-written, as opposed to wire, stories going forward," he said.

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