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, due to be completed by 1 January 2014, a variety of BtoB‘s features, daily digital news coverage and 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 throughout the rest of this year.
“B2B and consumer marketers are increasingly using similar tools and wrestling with the same challenges, so it just made sense to have a single marketing publication,” said Rance Crain, president of Crain Communications and editor-in-chief of Advertising Age. “We think we can do a better job if we coordinate coverage of all marketing under one brand, with one strategy.”