Business To Business

Folio: The Magazine for Magazine Management, March 1, 2004

Byline: Joanne Persico

Traditionally, business-to-business publications have been known as dry, static journals. Because they were mostly controlled circ and crammed with nuts-and-bolts content, few publishers invested in the aesthetics of trade books. Today's b-to-b publications have shed that stodgy image and are instead keeping pace with the popular culture's penchant for facelifts, botox and extreme makeovers. As with consumer books, continuous evolution of design is no longer seen as a sign of weakness or lack of clear identity: It's what readers expect.

Another cultural change that is affecting b-to-b design is 24/7 communications and ubiquitous access to information. E-mail is on your cell phone, e-alerts come to your Blackberry, digital content streams to your notebook at wirelsss hot spots in the nearest hotel lobby or airport terminal.

This has a profound effect on the content and design of b-to-b publications. As more and more of their traditional content - industry news, statistics, product information and personnel announcements - is available on the Web (often at sites run by the print brands), the lines between the print and electronic editions are blurring: Designers are implementing more user-friendly interfaces that provide a consistent voice across both media. Network Computing and CIO magazine are just two prominent examples of magazines that have printed detailed TOCs from their Web sites in their pages to drive readers online. Printing the results of online polls serves the same purpose. This is something consumer books have been doing for years.

Meanwhile, many b-to-bs (most of which are monthlies) are taking on a more feature-y feel. The story mix is tilting toward in-depth analysis and profiles. Some books, such as Information Week are moving beyond industry-specific information and tackling lifestyle topics such as career development, balancing professional and personal lives, and attaining personal satisfaction. They're not competing with O (yet), but the change in content is forcing changes in design as well.

Across the b-to-bs, the best designers are taking their cues from top consumer books - whether it's the edgy approach of Wired or the more soothing look of Martha Stewart Living. CIO magazine, from IDG, has long been one of the slickest b-to-bs. Its feature spreads (with a full-page picture on one side and a nice type treatment to launch the story on the facing page) could work in Fortune. Hanley Wood's Builder and Residential Architect have covers that would work in the shelter section of the newsstand.

Overall, the approach is lighter, brighter and more engaging. We're using larger fonts and bold photography and little informational teasers - just like consumer mags do. Advanstar's American Salon offers a larger trim size, bold typography and photography that shouts to salon owners: "Stop styling and read me!" CMP's CRN is another fine example of sexy b-to-b print design at its best.

As the b-to-b industry struggles to put the post-recession slump behind it, I expect to see lots more emphasis placed on clever designs to give publications a competitive edge.

Joanne Persico is president of GCN Publishing, an Internet design, development and consulting service. She has worked in Internet, magazine and newspaper design.