The Tribune is not alone. Many other [newspaper groups/companies] are in trouble according to The Economist in its excellent article OverZellous [link]. Thankfully, we have yet to see a similar fates befall the big names in B2B media. However, the perfect storm has come at precisely the time the B2B publishing industry most needs commitment to evolving its business model. And the structural issues that the newspaper industry has faced for the last few years are definitely coming to a B2B asset near you!

Managing these issues – and developing a viable business model for survival (dare I mention growth?) is an incredible and urgent challenge for B2B businesses leaders. How can they balance economic realities with the desperate need to innovate, evolve new business models and invest in growth markets? In a crisis it is only natural that managers tend to focus on the known traditional cash cows and shelve new ideas and strategies. New launches are postponed and established brands squeezed. Innovation is stifled by financial realities and the businesses’ legacy to print publishing.

These issues have been widely reported and several blogs for example Rory Brown & Paul Conley offer a more detailed and interesting slants on the future of B2B than I intend to here.

We should not underestimate our industries ability to evolve, in my view we are hardly facing the insurmountable issues that faced British mining in the 70′s. It is exciting times. The companies with high quality brands and a management commited to the evolution of B2B media will survive and flourish. But to do so they may well rationalise the portfolio to focus on core products. Thus there will be a number of outlying B2B publishing businesses that have considerable potential but lack the  required management support, patience, investment and attention. Some of these  B2B assets which may enjoy ‘fire-sale’ pricing – will undoubtedly lead to opportunities for entrepreneurs and investors alike.

In my next posting I will discuss the characteristics of that will determine which B2B assets will have unlocked value, and those which should be avoided like the toxic securitizations that kicked-off the present economic crisis that is defining all our futures.