Industry Spotlight: B2B

Welcome to Atwood Tate’s industry spotlight series, where we go behind the scenes of each of our recruitment desks to give you the scoop on working with Atwood Tate. Our next entry is with our  fantastic B2B desk, manned by Karine Nicpon and Julie Irigaray.  Karine and Julie help match B2B clients and candidates across the country, with a variety of roles across a range of business sectors.

What is B2B publishing?

B2B or business-to-business publications are industry focussed and aimed at people in work. They are also called ‘professional’ or ‘trade’ journals (which are different from academic journals, don’t get confused!). An example would be The Bookseller or InPublishing: both are B2B magazines aimed at the publishing industry. There are as many B2B publishing sectors as there are job industries. You will find business publications for lawyers and finance professionals, but also construction workers, nurses, farmers, the list goes on. B2B readerships can be ‘vertical’ (publication is aimed at a specific industry, such as lawyers) or ‘horizontal’ (the audience is spread over many industries, such as PAs). These titles can be weekly, fortnightly, monthly, quarterly etc. in print and/or digital. A lot of B2B publishers also run conferences and events aimed at the industries they cover. Some publishing groups publish both B2B and B2C magazines.

What is the difference between a B2B and a B2C publication?

B2B is aimed at people in a professional capacity whilst B2C publications are consumer magazines made to entertain/inform in a more general capacity (such as fashion magazines or TV listings) or consumer specialist titles about a special interest/hobby (e.g. music, cookery, photography). We need to differentiate these two sectors from customer publishers/content marketing agencies who produce content aimed at customers on behalf of a specific company. Examples include free inflight magazines or supermarket magazines. Some customer publishers have become more specialised and produce print and digital content on behalf of businesses, charities, educational or professional bodies, who might not have an in-house publishing team.

What publishing sectors does Atwood Tate cover?

Atwood Tate is a specialist publishing recruitment agency. We work with publishers across a number of sectors from consumer books (fiction/non-fiction), educational and academic publishing to STM (scientific, technical and medical) publishing.

On the magazine side of things, we mainly focus on B2B publishing and events and also work with information providers. We sometimes do have vacancies across customer/contract publishing as some of our clients do both B2B and custom publishing. But we rarely represent consumer-only publishers, unless their publications are niche/specialist magazines, which we find have a lot of similarities with B2B publishing in terms of skills required to fit a role.

Does B2B publishing automatically mean finance or legal publishing?

Not at all! As mentioned above, B2B publishing can cover any industry. We very often do have roles in financial publishing but we also partner with clients producing content for retail or marketing professionals, GPs, lawyers, optometrists, etc. If you chose to work in B2B publishing, you could end up covering any subject; the possibilities are endless!

What roles can Atwood Tate help with in B2B publishing?

We recruit across all publishing functions from content creation (reporter, features writer, news editor, copy-editor/sub-editor, managing editor, etc.) to production (designer, production editor, production manager) and sales, events or marketing roles. We also have more specialised roles such as market/price reporters or data journalists. And we can even help with IT roles as we have an IT consultant! We recruit for permanent and contract or temp/freelance roles.

For more information about B2B publishing, feel free to contact Karine  at karinenicpon@atwoodtate.co.uk or Julie at JulieIrigaray@atwoodtate.co.uk. For B2B temp/freelance roles, please contact Kellie Millar  at kelliemillar@atwoodtate,co.uk

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