How EI can help
The demand for a change in publishing business models should spell increasingly exciting news for EI’s corporate clients. If necessity is the mother of invention, then the publishers’ growing need to pivot their businesses away from advertising or subscriptions means that the time is ripe for really smart, creative thinking on how corporates can work innovatively to craft increasingly well integrated and eye (mind)- catching content partnerships with the broad business media.
Simultaneously, as hefty incumbent business titles increasingly invest in story-telling through new technologies from podcasts and audio-articles through to augmented and virtual reality experiences, corporates wishing to turn heads in their messaging can increasingly weave these new technologies into their campaigns and will do well to step out on the front foot taking a lead with the right kind of innovation which really resonates with target audiences.
If only it was that easy. The flip side of the existential conundrum faced by publishers today is the critical demand for credibility and independence. As the panel discussed in detail, the ‘Chinese wall’ which marks Church-State divide remains sacred – the challenge is to create, as Tom Standage said, smart, interesting and acceptable ‘windows and doors in that wall’ – and evidently some of the industry’s best brains have been set to work on locating where these portals should sit.
EI’s clients are increasingly looking to us for ambitious ‘Halo’ and ‘Big Ideas’ campaigns – all of which require us to work deeply and creatively with the broad business media.
Clients want carefully crafted proposals which not only ensure elite editorial alignment but are eye catching, relevant and ultimately game changing!
To this extent – EI, our corporate clients, and our editorial media partners are all collectively engaged in navigating the rocky climbs of newly forged territory (technology, innovation, possibility), balanced on age-old critical fault-lines (editorial integrity in isolation from commercial interests!). Despite certain challenges and unknowns, in seizing this opportunity, clients will be at the forefront of the sea-change which is clearly afoot!
Key Takeaways for B2B Marketers
Broad Based Media
EI will analyse the broad business media space to identify the most powerful integrated scheduled and tailored activities with major impact across key markets our clients cover.
Trade Media
EI will analyse the best trade media opportunities, EI's final report will profile the best scheduled and tailored activities from across our tracking.
Industry Events & Associations
EI will analyse the industry events space and industry associations which are specific to markets globally
EI Market Intelligence Reports are designed to identify, assess and independently recommend the leading external engagement opportunities within a given media and events space:
Each EI report targets the right media so that your message is amplified to the right audience