BtoB
magazine will become part of Advertising Age, its sibling publication on the
consumer marketing side, effective Jan. 1, Crain Communications Inc. announced
today.
The
move reflects the growing overlap between b2b and consumer strategies as both
grow more focused on targeting and engaging specific customer groups.
As
part of the merger, a variety of BtoB's features, daily digital news coverage
and successful event franchises will be integrated into Ad Age's overall
product mix. The publication will continue all its scheduled events, webinars,
virtual trade shows, print schedule and daily and weekly news coverage through
the rest of this year.
