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

1 Citation (Scopus)


Business-to-business (B2B) journals have been seen as the homeliest and least important sibling in the family of magazine publishing. The B2B sector is, however, an extraordinary duckling because of its monetary focus, professional information and networking utilities, and richness of product offerings. This chapter reviews studies of B2B magazines to demonstrate the uniqueness of these periodicals and to identify research directions for the digital era. It is common to see most studies about B2B magazines start with laments of some kind, including that the sector is understudied, little understood, or consistently neglected. Even more problematic are the dwindling opportunities to study B2B magazines as they fold up or metamorphose into other media forms. The chapter examines the increasingly data-driven and event-based nature of B2B magazines and proposes future research perspective.
Original languageEnglish
Title of host publicationThe Handbook of Magazine Studies
EditorsMiglena Sternadori, Timothy Holmes
Number of pages16
ISBN (Electronic)978-1-119-15156-2, 978-1-119-16810-2
ISBN (Print)978-1-119-15152-4
Publication statusPublished - 8 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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