As for paid circ, my point was: media buyers are more skeptical of print than ever. It’s hard to measure, and if the advertiser suspects that the print mags aren’t being read, they aren’t going to buy ad space. Whether paid circ is the answer or not, publishers need some way to prove to media buyers that their ads are being seen and potentially acted upon, or print is dead.

Adequately responding to your points would take much more copy than fits well in a comment. Perhaps some day I’ll address them in a full-blown post. But let me try to do so briefly here.

First of all, more power to any B2B publisher that can pull off product ratings and conversion to paid circulation. It’s certainly not impossible to do, but I believe most publishers would tell you that neither is very practical.

I agree that CNET has no difficulty publishing product reviews and rankings. It may not be an ideal example here, though. Like other computer technology publications, CNET is more consumer-oriented than most B2B books, and covers more readily reviewable products.

For typical B2B publishers, one problem with product reviews and comparisons is that the relationship with vendors and advertisers is both close and delicate. Especially in industries populated by small and hypersensitive suppliers, product ratings would be difficult to pull off. Another problem is that the products and services B2B people cover are often highly specialized, enormously complex, and technologically diverse. And this is not to mention the difficulty in obtaining review units of products like immersion lithography systems, injection molding machines, volumetric screw feeders, or horizontal form/fill/seal packaging lines, to name just a few from my own past.

As for paid circulation, there’s no true advantage over controlled circ, and some real downsides. Paid circ doesn’t necessarily reflect any greater subscriber loyalty or interest than audited controlled circ; it can be manipulated (by premiums, discounts, heavy telemarketing, etc.) just as much as controlled circ. In the B2B world, paid circ can actually reduce the number of engaged and loyal readers, as they are often unable to get approval for paid subscriptions. In any case, advertisers concerned with reader engagement should not be swayed by whether the circ is paid or controlled—they have to look much deeper in either model to see just how engaged readers are. And for the publisher, paid circulation is vastly more expensive, so there is no real opportunity for improved earnings.

There is a business model that many publishers are pursuing these days that involves expensive subscriptions, but it is generally based on data and business information (and doesn’t involve ad revenue). That’s a viable route, but it’s no longer trade journalism.

Glad I could start a conversation and I look forward to constructive improvements on my recommendations.