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E-Letters Find Their Proper Place in Revenue Stream.

Publication: Min's B to B
Publication Date: 25-MAY-09 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
As audiences become more fragmented, publishers are relying on newer channels to engage them at different touch points, while putting more dollars in the company coffers. Now publishers are hoping that email newsletters, for example, will partly compensate for sagging print ad revenues: Just last month, the American Business Media's Business Information Network reported that b2b ad pages had dropped 31.5%, while ad revenues slipped to 28.6% in February 2009 compared to the same period a year earlier.

Given their new importance in the revenue stream, e-letters should not be taken lightly or given short shrift.

"The most important thing for a publisher is to treat their newsletters with the same importance they do their print magazines," says M. Sean Griffey, president of FierceMarkets, a b2b company that boasts...

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