How the Trade Media is Adjusting to the “New Normal” of COVID-19: A Conversation with BNP Media

By Matt Sonnhalter, Vision Architect As we are all challenged with navigating our businesses through the realities of COVID-19, we’ve noticed that a number of the trade media have been nimble in responding to the “new normal.” We had the opportunity to speak with several publishers in our B2T (business-to-trades) industry to learn how they were changing their tactics to adapt to this new environment. Following is part one of our five-part series. As print readership has been declining over the past several years, many publications have been gradually making the move to offering digital issue options for readers who would prefer to receive their industry news on their laptop, tablet or smartphone. One publisher doing exactly that is BNP Media. In business for more than 90 years, BNP Media is one of the largest B2B publishers, publishing nearly 60 titles that serve the architecture, engineering & construction, food, beverage & packaging, gaming & hospitality, manufacturing, mechanical systems (including plumbing), security and services markets. We spoke with Dan Ashenden, group publisher of the Mechanical/Plumbing Group at BNP Media, on his organization’s reaction. The Mechanical/Plumbing Group publications include Plumbing & Mechanical, which targets contractors, Supply House Times, which targets wholesale distributors and PM Engineer which targets plumbing/mechanical engineers. Digital-First Format “Moving to an all-digital platform was part of BNP’s long-term strategy, said Ashenden. “The unfortunate pandemic we find ourselves in was simply a happenstance and motivation for BNP to say, ‘Why go slow with this plan?’ We’d already done the groundwork—we had been getting all our users registered and had started creating products that were trackable. And, our customers were demanding more digital options.” On March 31, 2020, BNP co-CEO Taggert Henderson made an official video announcement that beginning with the April 2020 issues, BNP controlled subscription publications were moving to…read more >