New technology helps broadcast

The buoyancy of the broadcast, audio and visual sector demonstrates the reliance of business-to-business publications on the industry they serve. In the age of satellite, digital and cable communications, there are new channels and production houses springing up all the time, giving titles a larger base of potential readers and advertisers.

Overall BPA audited circulation in the sector was up 16.3% on last year’s figures to 147,746. Indeed, all the 19 BPA titles bar three increased their circulation over the course of the year.

However, the case of Television Business International, from Informa Publishing, highlights one of the anomalies of auditing. Although the figures appear to show it almost doubling its circulation to 9,456, in reality the number of copies printed wasn’t increased, the publisher merely made sure that all copies qualified to be audited.

Associate publisher Sally Wilse felt that the sector was still growing. “There has been a spate of mergers, which obviously shrinks the advertising base,” she said. “But as long as titles put enough emphasis on quality editorial, they should continue to thrive.”

Informa also plans to launch a new title, TV2.0, in April. It is intended to complement the group’s existing titles and will focus on interactive television and new media. “New niches are opening up all the time thanks to new technologies,” said Sarah Walker, editorial director at Informa Media. “TV2.0 will allow the other titles to concentrate on their core markets.”

Ian Swain, advertisement manager on AM Publishing’s Audio Media, a title concentrating on professional audio-related technology, was optimistic about the future for the title. “Our circulation is now fully qualified and the market is buoyant. There’ll be a lot of investment over the coming year and we may be launching European spin- offs to complement our UK and US editions,” he said.

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