EMAP's B2B portfolio is made up of some truly venerable print brands, from Nursing Times and Architects' Journal to Drapers, Health Service Journal and Local Government Chronicle. But they are making the digital transition rather successfully, according to CEO Natasha Christie-Miller.
Natasha built up her knowledge of the fashion media at iconic brands Elle and Red, transferring across to Drapers and Retail Week before adding the architecture, construction, health and government sectors to her portfolio. CEO of EMAP since 2010, she has a very clear vision of where she wants to take this long established media business.
And it is perhaps the very heritage of the EMAP brands that is proving a strong card in their success with the digital media economy. Unlike many print publishers, EMAP had always charged a cover price or subscription for its publications to its professional readers, whether health professionals, architects, engineers or public sector employees, so charging for digital content has never been such an alien concept.
EMAP now has a diversified mix of revenues, with a third from paid subscriptions, a third from live events, and a third from advertising and creative solutions.
But Natasha believes the core is subscriptions, and all EMAP’s brands are now focused on offering a wide range of options. For example, individual subscribers to Retail Week can opt for an “anytime anywhere” package with print, tablet and PC, a “home and office” package with print and desktop, or an “on the move” package with mobile and desktop. And organisations wanting to take out a company-wide subscription can put together a totally bespoke package with print copies, online logins and mobile licenses, topped up with newsletters and RSS feeds to suit their staff’s needs.
EMAP is highly focused on broadening the base of its subscription business, and has recently grown corporate subscriptions from 5% to 10% of total revenue, with ambitions to drive this further, to 20% or more. Once their media brands are embedded in an organisation then they see renewal rates on corporate subs of up to 90%.
The success of EMAP’s subscriptions brands then provides a strong platform for their burgeoning events business, led by conferences, awards and bespoke small-scale events. This wider reach also makes creative advertising solutions more effective, whether clients’ focus is awareness, lead generation or thought leadership.
Natasha believes that the essentials of good B2B content haven’t changed, even if the delivery mechanisms are now different. EMAP’s focus has always been on delivering sharp industry analysis and comment, and even their database-driven products include the expert view of their specialist editors. Most data products are included in subscription packages already, but EMAP is developing some stand-alone premium data products for example around HSJ (Health Service Journal), with more launches in the pipeline.
MEED is a powerhouse brand in the Middle East and is seeing rapid growth in live events. But most of the other EMAP brands are still UK-focused, with the possible exception of New Civil Engineer, which has a globally mobile audience, following major infrastructure projects.
All EMAP markets are seeing growth in the use of mobile devices. Their first step was to ensure all websites were designed to work effectively on a range of screens. In the last two months, they have launched highly interactive tablet apps for HSJ and Retail Week, and are pleased with the response. These editions can be bought as a stand-alone or be part of a larger subscription package. Natasha plans to roll out dedicated tablet editions to other markets in the next year.
So EMAP’s focus is on delivering quality content and analysis to its subscribers, expanding its reach principally via corporate subscriptions, broadening its mobile offering, and spinning off new premium products using its content in new ways. Then it can build online communities and live events around this expanded audience and provide creative solutions to its commercial partners.
Natasha is delivering a keynote address at the SIIA Digital Content & Media Summit on 25 September.
