Total b-to-b media industry revenue rose 7.2% in 2011

Trade Media Revenue by Stream, $millions
2010 2011 % Change
Trade Shows $10,278 $10,502 2.2%
Print Advertising $7,429 $7,714 3.8%
Digital Advertising $5,208 $6,352 22.0%
Data Services $1,822 $1,940 6.5%
TOTAL $24,737 $26,508 7.2%
March 20, 2012 - According to ABM's latest BIN Report, a recurring compilation of trade media sales data, total revenue for b-to-b media companies in the United States rose from $24.7 billion in 2010 to $26.5 billion in 2011, an increase of 7.2 percent.

The BIN Report includes four revenue streams, in order from largest to smallest: trade shows; print advertising; digital advertising; and data, a category that includes rich media and business information services on a subscription and transactional basis. The details on these four revenue streams are given in the table, above right.

Considered by share of all revenue, the 2011 data reveal that trade show revenue, at $10.28 billion, constituted the largest contributor to total industry revenue in 2011, at 40 percent. The print, digital and data streams contributed 29 percent, 24 percent and 7 percent, respectively, as given in the graph, below.

2011 bin report - trade media revenue streams as a percent of total sales.ABM's Business Information Network Report is created in partnership with several information specialists. The trade show revenue stream is provided by CEIR, the Center for Exhibition Industry Research. The print advertising stream is provided by Inquiry Management Systems, a technology- and research-based publishing service bureau. The data stream is provided by Outsell, a research and advisory firm focused on the publishing and information industries. And the digital advertising stream is an estimate made by ABM based on information from IAB / PricewaterhouseCoopers and other sources.

By Michael Moran Alterio

March 21 Update: The print advertising data has been slightly revised since this article was originally published.