Ad dollars are no doubt shifting to digital, as B2B marketers devote more of their money each month to email, native ads, and video ads than print.
And 6 of 10 B2B marketers who spend money on digital advertising spend nothing on print.
The stalwarts who do are narrowing the list of magazines they place ads in, favoring industry-leading ones over niche ones.
B2B magazine publishers, of course, are scurrying to go digital and diversify their lead-gen offerings.