A small independent business-to-business (B2B) publisher is leading the way in the B2B publishing segment with its innovative multimedia approach to publishing. HR Future publisher Alan Hosking has embraced the potential for significant cost savings and an increased footprint (and ABC circulation) that digital editions hold for B2B publishers.
HR Future has achieved an ABC-certified circulation of 15 468 for the period April 2010 to June 2010, up from 9733 in the corresponding previous period, of which 13 428 come in the form of digital editions.
Printing and distribution has always been a prohibiting factor towards building circulation in the B2B segment. It would be fair to say HR Future would not find printing this number of magazines financially sustainable. With nearly 87% of it circulation being digital, it now doesn’t have to.
The ABC requires digital editions to be exact replicas of their print counterparts to count towards certified circulation figures. Digital editions are also only allowed for titles of ABC members with a print edition (so standalone digital magazines cannot receive an ABC-certified circulation figure). Sadly, this leaves little leeway for publishers to innovate.
The only other B2B player for which sees digital editions contribute significantly to its ABC circulation is Southern African Tourism Update, where digital editions represent just fewer than 10% of its total ABC-certified circulation.
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