The challenges created by digital transformation and an uncertain economic environment mean changing rules of engagement, and the quest for relevance is now a top priority. A change of mind set is needed to re-evaluate what it takes for B2B publishers to survive and thrive.
This report examines the challenging outlook for B2B publishing from the perspective of information users (business professionals), advertisers, and publishers in five key territories (US, UK, Netherlands, France and Germany), setting out the three main challenges for publishers and PwC's view of the way forward in seizing the digital opportunity.
Conclusions are based on an online survey of more than 200 business professionals, as well as interviews with leading business publishers and advertisers. Results are supplemented with findings from industry reports, annual reports, analysts’ reviews and PwC's own expertise.