CHAPTER FOUR: RESEARCH ANALYSIS
4.2 Research themes which emerged from analysis
4.2.2 Sustainability category: 'Bytes of Change'
Online competency and integrity in publishing in the business-to-business sector (i.e., credibility and ethics) was by far a key predictor of future B2B media sustainability. Respondents felt that building a solid brand on sound values assisted in sustainability even when revenue was derived solely from advertisers, leaving publishers vulnerable to coercion and even blackmail advertising. The initial category of Sustainability remained a key category, incorporating another important category of New Media Models as an influence of sustainability with many of the same variables highlighted by respondents. Lesser categories of a Voice for industry and Business Process and Strategy were also
collapsed into this category which deals with the 'Bytes of Change' sweeping through the media industry with the growth of the internet globally as a medium. This evolution in the media landscape globally has changed how consumers digest information and require knowledge, according to respondent Buckland, who says the media have moved from a one-to-many static one-way media model, to a "one-to-one direct broadcast model" with direct feedback from readers/users who have also become suppliers of content. Another respondent believes the media need to embrace the new media models in order to meet demands for targeted/niched information (respondent McClure,): "The media has the opportunity to be the hub for the formation and maintenance of CoPs, if they embrace the qualities of citizen journalism and social media...". The internet has in fact given any publisher, no matter how big or small, global player advantage, which is an opportunity for business-to-business media which possess specialist information that is highly sought after by specific groups/communities of people. Respondent Smith believes that B2B media "can leverage many channels to serve the community". Combining different mediums in delivering the key message also ensures maximum reach for publishers, which is a core responsibility respondents say, as respondent Regasek attests:
"The role and purpose of the media - independent media - is to facilitate free circulation of ideas and act as the voice of a certain industry, to give people platforms."
The words "we care" and "we serve" appear often in the raw text data gathered as respondents speak with passion about their industries that they "serve". Respondent Van Schalkwyk qualifies: "I think if you really care about your industry, you are so linked to their viability, if they can't make a living, it will affect you." The same goes for the sustainability of B2B media which do not maintain relationships within the sectors they serve, respondent Schalkwyk again: "We are motivated by that (knowledge) exchange because we are building up loyalty and we have their interests at heart... We see ourselves as a voice for (our) industry...".
The respondents put forward that B2B media was far more dependent on communities of practice for future sustainability than CoPs were dependent on B2B media (respondent Van Niekerk). This was in reference to the challenges B2B media faced with sustainability and poor reputation and an inordinate dependence on advertising revenue. Many respondents were of the firm belief, however, that B2B media could, should and did in some cases, play an important role in the economies of their industry sectors. Respondent Regasek was direct: "B2B media play a really critical role in the economy as trade facilitators." The multi-platform media model is the key to reduce dependence on advertisers, respondents to this study indicated, i.e., through running events, sponsorship; as well as a thought leadership strategy to ensure loyalty among the reader and advertiser base. "The reality is that advertisers control this business at the moment" (respondents Garner & Pattrick). A multi-platform model with a strong online component would aid transparency and the free flow of information in the industry, a competency which is seen as a precursor to sustainability, by respondents.
In fact, bringing it back to values, value for readers and clients, and best practice was important to respondents as an integral step in business-to-business media sustainability in the face of the 'Bytes of Change' sweeping through the industry.
4.2.3 Values category: 'We Serve...'
Values should be at the core of a business-to-business media business due to the delicate balance between reader and advertiser interests and revenue generation for sustainability, respondents noted.
The reliance of B2B publishers on advertising solely, in many instances, for revenue generation puts advertisers in an unholy position of power to dictate content. It takes firm principles and a value- driven business to withstand the pressure at times, respondents indicated. Values were a strong theme raised by respondents who highlighted the responsibility of the media in disseminating credible independent information: "Advertiser funded information could erode B2B media sustainability.
Already there are lots of questions asked around the authenticity and impartiality around it..."
(respondent Berkman). This lack of authenticity, whether it be perception or reality, is a threat to the sustainability of B2B media - the fact that credibility is key is a continuous theme in the respondents' data. The concept of altruism is often foreign to business which is in the business of making a profit, yet it is alluded to in this study by respondents when talking about their passion for their industries and how they serve them. Despite the taint of advertiser pandering in editorial process in business-to- business publishing - the legitimacy of the role of this media, the respect top B2B publications and editors garner, as well as the concept of 'giving back' to the industry that is being served, was highlighted by respondents.
In maintaining values, it was seen as important for B2B publishers to understand what their core business was and all the agenda's of the various stakeholders involved in the value chain, as respondent Smith pointed out: "You have to try understand what buyers and sellers need to buy and what they need to sell. That is where integrity comes in: to understand when you're being spun, to not say that or write it... The integrity also comes in when you're trying to run that fine line between advertorial (paid for content) and editorial (news/opinion)." Respondents felt that the poor credibility perception that business-to-business media have is due to a blurring of the boundaries between advertising, public relations and editorial content and the concept of "free ads masquerading as editorial" was a common perception in this market that Scher and others raised. For respondent Buckland it was a non-negotiable point: "Credibility in the media world is everything and in the B2B (media) world... (there is) high demand for honesty and accuracy and integrity." That integrity has to be part of the business, the same integrity that is assumed when a community of practice evolves, respondent Smith in turn advocates: "You can't legislate honesty. The embryo of a community of
practice is driven by passion for a service. It becomes almost a self-fulfilling prophecy." That credibility of information was part of the values of a B2B publishing house as it was expected that niche publishers be embedded in their industry, producing credible, expert content that garnered respect, producing quality publications. Values that B2B publishers should aspire to were mentioned by all and included: authenticity, trust, ethics, integrity, independence, responsibility, passion, altruism, honesty, credibility, visionary, innovative and respect. A last word from respondent Regasek on this category: "Understand who you are and act that way."