An Extraordinary Duckling: B2B Magazines as Information and Networking Tools for Professionals

Dan Zhang, Paul Dwyer

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


Business-to-business (B2B) magazines laid the cornerstones of a unique yet academically underestimated media sector whose central mission is to help its audience make money. A meta-analysis of existing scholarship points out the limitations of traditional magazine study approaches to understand the B2B media. It further discovers that persistent provision of information and connectivity utilities made B2B magazines a pre-digital social medium with the greatest array of product varieties and business models that cannot be rivalled by any other single media sector. The significance of discovering the information and connectivity utilities is to provide a key to further the research and understandings in B2B media in the contemporary digital era, in which technologies are transforming the sector into being increasingly data-driven and networked.
Original languageEnglish
Title of host publicationThe Handbook of Magazine Studies
EditorsMiglena Sternadori, Timothy Holmes
Number of pages16
ISBN (Print)978-1-119-15152-4
Publication statusPublished - Apr 2020


  • business-to-business
  • B2B media
  • digital B2B media
  • B2B media utilities and values
  • B2B data
  • B2B events
  • digital publishing


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