The Media Power 50 list of top BtoB advertising vehicles was released earlier this month. While I’m certainly interested in which properties rank the highest, what caught my attention was the change in how Media Power 50 recognizes these outlets. They are now identifying the print and online properties as a single entity.
In the past, the list has honored outlets like The Wall Street Journal and its companion Web site, wsj.com, separately. Now, the Journal and wsj.com are honored together as one entity. This is because print and online advertising is now sold to BtoB marketers as one package.
Michael Rooney, the Journal’s chief revenue officer, told BtoB magazine that 97% of the brand’s tech advertisers use both the print and online versions to communicate their messages.
This doesn’t come as a big surprise. Media outlets have been selling print-online advertising packages for years as ad dollars have shifted more online. I’m frankly surprised Media Power 50 hasn’t made this change sooner.
As for the actual list of BtoB advertising vehicles, following are the top 10:
1) Wall Street Journal
2) Google.com
3) The Economist
4) Yahoo!
5) NFL
6) TechTarget
7) Forbes/Forbes.com
8) CNBC’s ‘Power Lunch’
9) BusinessWeek
10) InformationWeek
Seeing Google.com and Yahoo! in the top 10 is almost a given. I bet we’ll see more online entities and even social media sites working their way up the list next year. It will definitely be interesting to watch as advertising changes and adapts with technology.
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