Innovation is how B2B's will rid out the recession

B2B magazine publishers and editors, if they hope to ride out the storm, must be just as creative as their newspaper colleagues, maybe more so. When the recession recedes, though it is largely accepted that there will not be a certain return to the previous status quo, the B2B sector is more likely to return in ruder health than newspapers.

writes Roy Greenslade at his weekly Evening Standard column today

A sector that may well have ridden one prong of the attack on the media through online is suffering from the second,the recession and the consequent drop in advertising.

And according to Roy,innovation is the way forward as

It is facile to say that it is a simple matter for them because they all have captive audiences. They still need to ensure that they serve those readers well with appropriate editorial.