They are an interesting group, with a strong bias to MDs, publishers and owners in niche consumer and b2b media businesses, under £10m turnover.

We’re surprised and encouraged by their positive attitude and experimental activity in a variety of new media sectors, confirming our view that innovation is taking place in specialist markets ahead of many mainstream publishing sectors.

• 34% are charging for online content now – and another 15% have plans to do so in the next two years
• One-third of those can charge several hundred pounds for annual subscriptions
• 16% already charge for web-based digital editions, and a further 12% bundle with a print subscription
• 22% already have a mobile app or are about to launch – a further 15% plan a launch in the next year.  Business models are split between sponsored and paid, with lots of testing in process
• 34% plan a digital archive – either subs-driven or ad-funded
• 42% are planning a tablet edition
• 53% are planning to add video content
• New innovative online services are also being considered for the next two years: 70% are considering running online networking services, 63% webinars, 53% virtual events and 39% distance learning

It’s not all digital, though, as over half have plans to run live events – consumer or b2b - in the next 2 years.

Confidence is growing, albeit slowly, with most businesses expecting turnover growth next year, and steady increases in margins.

And perhaps most interestingly, they are bullish on the prospects for print, with 85% expecting consumer magazines to be in print beyond 2020, with specialist consumer titles the most resilient.  However, 42% expect all printed business mags to be subs only within 5 years.

The survey is backed by InPublishing, PPA, University of Leicester and Wessenden Marketing.  It was carried out by eDigitalResearch.

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Register to attend the Specialist Media Show on 25 May 2011 for a day of inspiration and ideas, meeting other specialist media professionals.

Jim Bilton, MD of Wessenden Marketing, and Prof Barrie Gunter, of the Department of Media and Communication at University of Leicester, will draw comparisons with other surveys of media owners, and present the full results at the conference taking place alongside the show.  Delegates will receive a full report on the research.

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