Journalism is “alive and kicking” in the marketing and communications sector, according to Campaign editor-in-chief Claire Beale.
Last Friday saw the first weekly print edition of Campaign following consolidation of monthly print title Marketing and website Media Week under the same brand (with no redundancies).
A team of 25 editorial and production staff work across Campaign and its associated website, Campaign Live.
According to Beale, a B2B title’s success is “very dependent on the industry you’re serving”.
She said: “We are thankfully serving a very vibrant industry that contributes about £60bn to the UK economy, so our industry is in really good health.
“It’s facing challenges about how it develops in the future, of course, but journalism in our sector is alive and kicking.”
Campaign has boosted its pagination by five editorial pages and increased its weekly circulation to 15,000 copies (when last audited by ABC it had a paid-for weekly sale of just over 5,000).
Beale said being a “must-read, particularly if you work in advertising” has helped the publication, which used to compete with Marketing and Media Week for stories, to hold steady on its core sales.
Important for the brand is working across multiple platforms to engage with readers, she explained. That means conferences, award shows and events as well as “compelling content” from its journalists.
“I think in our case the only way to survive is to have multiple platforms because that’s what our audience want,” said Beale.
“We have to give them what they want. If they only wanted a print title and wanted to pay for it and nothing else we would do that, but people want access to all this other stuff and they want their content when they want it.”