European B2B Information Market 2008

Abstract

The European B2B information market, as defined by this report, covers the following market sectors:

• Trade journals and industry press
• General and industry directories and databases
• Trade conferences and exhibitions

In the early part of the decade, growth in B2B information markets was weak as companies cut back on marketing spend and advertising revenues dipped. In the last year or so, the market has begun to recover and sectors such as directories and databases have led the transfer to Internet delivery. While there are still specialist players strong in specific B2B information market segments, more players are striving to cover all bases in the market and diversifying into new areas.

European B2B Information Market (EB2BM) includes market sizes & trends for the European market and specific analysis of UK, French, and German markets for trade journals and business press, directories and databases, and conferences and exhibitions. Profiles of the leading players in each market are also included along with forecasts for the market in 2008 and 2009.

The data compiled for this report comprises market data and statistical data which can be further sub-divided into the following sections:

• Primary sources:
  • Contacts with publishers and event organisers
  • Annual reports of business and organisations i.e. trade associations.
• Secondary sources:
  • Newspaper reports
  • Articles from journals and magazines
  • Academic treatises and reports

General auditors:

For example, Audit Bureau of Circulations (ABC) in the UK, L' OJD in France, or IVW - Informationsgemeinschaft zur Feststellung der Verbreitung von Werbetragern e. V. in Germany

Trade association sources:

For example, Deutsch Fachpresse, AUMA - Ausstellungs- und Messe-Ausschuss der Deutschen Wirtschaft e.V. The statistical data cited in the B2B report are from primary sources of audited information. It is necessary however, to distinguish between two types of auditing organisations. The first category can be referred to as “general auditors” in the sense that their role is to provide auditing services to a whole industry segment. In contrast, the second category comprises the “trade association auditors” whose brief it is to provide auditing services to the trade association' s members. The practical difference between the two categories is that data and the methods used to acquire and analyse the source data tend to be more readily available and transparent in the first category compared to the second category where one has usually to be a member in order to gain details.

An important note here is that the auditing organisations are themselves having to respond to the advances of digitalisation. Such an instance is currently the subject of discussion in Germany.

One of the general auditors most used for the German sections of the report is the IVW. The benefit of using the IVW is that its data enables comparison between industries (i.e. B2B journals and B2B directories) and that over time as the IVW has been active since 1949. However, as far as electronic products and publications are concerned, the IVW' s auditing method is weighted towards technology as it records visits and page impressions which are a measurement of overall reach. An alternative approach is offered by the Arbeitsgemeinschaft Online-Forschung e.V. (AGOF) and its 3 pillar model which strives to identify the “unique user”. Identifying the unique user as used by the 3 pillar model involves analysing and merging data from three distinct sources, a. technical data, b. on-site questioning and c. telephone (CATI) questioning of representative groups.

As, for the time being, the AGOF data is more orientated towards the consumer market, the IVW data has been used in preference by the current report. Nevertheless the two organisations IVF and AGOF work closely together and it is anticipated that more work will be carried out on the evaluation of online products and services.

• Newspaper reports
• Articles from journals and magazines
• Academic treatises and reports

Assessments and Analysis

Where the primary statistical information has not been available, secondary sources were also considered. Secondary sources were used to make considered estimates and to corroborate market assessments and estimates from other sources. In giving estimates sources have been named or where the estimate has been made by the report' s authors this has been stated. The various information sources have also been compared for corroboration or divergence.