Gold but old - money thrown out the window? Advertorials on online magazines of publishers and print publications

Advertorials in the context of B2B communication: Traditional media use meets AI-supported transformation

The landscape of B2B communication has been undergoing a fundamental transformation for several years, a process dramatically accelerated by the rapid development and spread of artificial intelligence (AI). By 2025, companies, particularly in the B2B sector, will face a market environment fundamentally different from that of just a few years ago. Traditional communication channels and marketing strategies, long considered established practices, are increasingly under pressure, while innovative, technology-driven approaches are opening up new possibilities. One of these traditional practices being scrutinized is the use of advertorials in print and online magazines. The question of whether this form of advertising, which attempts to place promotional messages within an editorial environment, remains a gold standard in B2B communication or is becoming obsolete is becoming ever more pressing.

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The status quo: Changing media usage and the emancipation of B2B decision-makers through technology

In the past, trade magazines, both in print and digital form, were often the primary source of information for professional decision-makers. They offered curated content, industry news, analyses, and background reports relevant to daily work and strategic decisions. Publishers and their publications acted as important gatekeepers and opinion leaders. Companies used these platforms extensively for their communication, whether through traditional advertisements, PR articles, or advertorials, to prominently showcase their products, services, and expertise.

Today, however, we are witnessing a decline in the visibility and reach of these traditional media formats due to advancing digitalization and the emergence of new technologies. The way decision-makers search for and process information has fundamentally changed. Instead of waiting for relevant content to appear in a magazine, they proactively use digital tools to specifically search for information, solve problems, and prepare purchasing decisions.

A crucial factor in this transformation is the increasing use of AI-powered research and search tools. These technologies are capable of analyzing vast amounts of data from across the internet—including websites, blogs, studies, social media, and specialized databases—in seconds, delivering highly relevant, personalized results. This makes B2B decision-makers less reliant on the curated content of individual publications. They can, in effect, "emancipate" themselves from traditional information channels and forge their own individual path through the information landscape.

This has direct implications for understanding the so-called "customer journey" in the B2B sector. Standardized models that attempt to force the decision-making process into fixed phases (e.g., awareness, consideration, decision) and define typical "buyer personas" are becoming increasingly ineffective. AI enables a much more individualized, data-driven, and dynamic approach. The path of a potential customer from initial problem awareness to purchase is often non-linear, complex, and heavily influenced by personalized content delivered at the right moment via the appropriate channel. Companies are therefore faced with the urgent challenge of adapting their communication strategies to remain relevant in this dynamic environment and gain a real competitive edge faster than their rivals. They must find ways not only to be heard but also to be present when the potential customer is actively searching for solutions.

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The use and reach of specialist media in detail: A nuanced picture

Despite digital transformation and the challenges outlined, current surveys on the media use of professional decision-makers, such as a special analysis by LAE from 2024, indicate that trade journals – including print and e-paper versions – still represent an important source of information for this target group in Germany. A significant number of decision-makers, specifically 45.2 percent, report using trade journals regularly. When occasional use is included, this figure rises to 85.5 percent. This demonstrates that trade media have by no means completely disappeared from the information diet of decision-makers.

Interestingly, a clear difference emerges when looking at the age groups. Decision-makers aged 40 and over, in particular, still rely heavily on trade publications. In this age group, the regular usage rate is 47.6 percent. This is significantly higher than the use of other channels such as events (25 percent) or purely digital offerings (23.8 percent). This could be due to long-standing habits, a preference for the tactile experience of reading, or a perceived higher credibility of printed content among this age group. For companies whose primary target group is older decision-makers, trade publications could therefore continue to play a role, albeit perhaps a different one than before.

However, the significance of these figures must be considered in the context of broader developments. Simply stating that a medium is used "regularly" or "occasionally" says little about the intensity or quality of that use. And this is where clear limitations become apparent for print media. According to statistics, the average reading time for printed books and e-books among 14- to 69-year-olds is declining. On average, printed books are now read for only about 16 minutes a day, and e-books for a mere two minutes. Even if these figures do not exclusively reflect the use of specialist magazines, they reflect a general trend toward shorter, more fragmented consumption habits. The willingness to engage with a printed medium for extended periods of time appears to be decreasing.

This trend is also reflected in circulation figures. Since 2016, the trade press has recorded an annual decline in sales or distribution, totaling around 13 million copies per year. This means that the potential reach of an advertisement or advertorial in a trade magazine is objectively decreasing.

Even more serious than the declining circulation figures is the presumed reality of what happens to the copies that are actually distributed. A non-representative but frequently cited survey revealed that a significant proportion of trade magazines—three out of every five copies—are said to end up in the trash unread. While this figure should be treated with caution, it points to a fundamental problem: the discrepancy between the distributed circulation (the number of copies printed and distributed) and the actual readership (the number of people who actually pick up and read the magazine). The image of “garbage can production” fueled by such survey results may be exaggerated, but it underscores the growing challenge for advertisers to ensure their message is even seen by the target audience, even if the magazine does reach them. Factors such as lack of time, information overload, a lack of relevance to the overall content, or the magazine arriving in the wrong department or with the wrong contact person all contribute to many copies going unread.

The cost of advertorials: Still relevant in the face of dwindling reach?

Given the outlined trends – declining circulation, decreasing reading time, and the risk of going unread – the question of the cost-effectiveness of investing in print advertorials inevitably arises. The costs for such placements remain comparatively high. A double-page spread in an established trade magazine can easily cost up to €30,000. A full single page often still commands €16,000, and even a half-page costs around €10,000. Even in smaller, specialized publications like the aforementioned "Business Spotlight," prices for a double-page spread are €12,150 and for a single page €7,320.

These prices were often justified in the past by the high credibility of the editorial environment, the targeted approach to a specific professional audience, and the supposedly high reader engagement. However, if the reach objectively declines and a large proportion of copies are potentially not read at all, the cost-benefit ratio is no longer viable for many companies. An investment of €10,000 to €30,000 must make a measurable contribution to business objectives. In the digital world, such investments are evaluated using metrics like Cost per Click (CPC), Cost per Lead (CPL), or Cost per Acquisition (CPA). However, determining the profitability of a print advertorial using comparable key performance indicators is extremely difficult, if not impossible.

Advantages of print advertorials: A look at their traditional strengths

Despite the challenges mentioned, print ads and advertorials are often still associated with certain advantages that may be more difficult to replicate in the digital world, or at least function differently:

1. Initial trust and credibility

Content published in a respected trade journal often enjoys a higher level of trust than much online content. The editorial environment conveys a sense of seriousness, and the physical format is perceived by some as more "authentic" or credible than ephemeral digital content. Advertorials benefit from this aura of credibility because they are visually similar to editorial articles. As a result, they often appear less intrusive than outright advertisements.

2. Targeted approach (theoretical)

Trade magazines target specific industries or professional groups. By selecting the right title, companies can theoretically reach a specific target group of decision-makers. However, this targeting is only as effective as the magazine's actual readership and its alignment with the desired target group.

3. Potentially high engagement (with actual reading)

People who consciously pick up and read a specialist magazine often do so with a certain level of motivation and attention. The reading environment is often quieter than the multitasking environment in front of a computer. If a reader actually comes across an advertorial that matches their interests, their willingness to engage with it more deeply is potentially high.

4. Longer “lifespan” and physical presence

Unlike a digital banner, which quickly disappears, a printed magazine remains physically present. It can lie on a desk, be shared by colleagues, or picked up again later. This physical presence can extend the potential contact time with the message.

Disadvantages of print advertorials: The growing burden of limitations

However, these advantages are countered by an increasing number of disadvantages, which are becoming ever more significant in today's digital and data-driven marketing world:

1. Disproportionately high costs

As already mentioned, the absolute costs for print advertorials are high. In relation to the actual target audience reached and engaged (taking into account unread copies and decreasing reading time), these costs are often no longer justifiable and result in a poor cost per contact or cost per engagement.

2. Extremely difficult to measure ROI

This is one of the most serious drawbacks. There are hardly any reliable methods to track or prove the actual contribution of a print advertorial to a company's success (leads, sales, brand awareness). It's nearly impossible to determine how many people saw the advertorial, how long they read it, whether they took any action as a result (e.g., visited a website – which can only be attempted using specific, difficult-to-track methods like dedicated landing pages or QR codes), or whether it ultimately led to a sale. This makes data-driven optimization and budget allocation virtually impossible.

3. Objectively decreasing range

The shrinking circulation figures mean that the maximum potential number of households or individuals reached is constantly decreasing. Even if a magazine is read, it reaches fewer people than it did a few years ago.

4. Lack of interactivity

Print is a static medium. It offers no opportunity for direct interaction at the moment of perception. A reader cannot click on a link, watch a video, fill out a form, ask a question, or contact the company directly. In a B2B world, where lead generation and initiating a dialogue are crucial, this is a significant limitation.

5. The image problem of “garbage can production”

The idea that a large proportion of distributed magazines are discarded unread not only damages the image of the publishers but also that of the companies that advertise in them. It raises the question of how sustainable and efficient this form of communication actually is.
6. No true personalization: A print advertorial is identical for every reader of the magazine. There is no way to tailor the message, offer, or graphic design based on the buyer's specific interests, behavior, or stage in the decision-making process.

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AI-powered digital alternatives: The era of AI-supported, personalized B2B communication

While traditional print media struggle with structural problems, digital channels and the possibilities of B2B communication have developed dramatically. Driven by data and enhanced by AI, they enable a level of precision and efficiency that was unimaginable in the print world.

As mentioned, the modern customer journey in the B2B sector is complex and often individual. It no longer necessarily begins with browsing a trade magazine, but often with a search query, research in online communities, a visit to a company website, or interaction on professional social networks like LinkedIn.

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This is where digital, AI-supported strategies come into play.

1. AI-powered content marketing

Instead of placing a one-off advertorial, companies are creating relevant content (blog posts, white papers, e-books, webinars, infographics) and using AI to identify topics that resonate with their target audience. AI can support content creation, optimize content for different formats and channels, and, most importantly, personalize content delivery. Based on a user's previous behavior on the website or other digital channels, AI can decide which content should be displayed next to guide them along their individual journey.

2. SEO (Search Engine Optimization)

Companies are optimizing their digital content so that potential customers can find them when they are actively searching for solutions. AI helps identify relevant keywords, understand search intent, and design the website's structure and content to rank well in search engines. This ensures that the company is present precisely when the need arises—an invaluable advantage over print media, which relies on passive perception.

3. Social Selling (especially on LinkedIn)

Professional networks have become central hubs for exchange and information gathering. Social selling leverages these platforms to build relationships, demonstrate expertise, and engage potential clients. AI tools can help identify ideal leads, craft personalized messages (or at least draft them), and analyze platform engagement to enhance the effectiveness of these activities.

4. Data-driven campaigns

The core of modern digital communication is the ability to collect and analyze data and derive insights from it. AI enables deeper analysis of customer data (CRM data, website behavior, social media interactions, email open and click-through rates) to precisely segment target groups and optimize campaigns in real time. This leads to a significantly more efficient use of the marketing budget.

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Digital channels also offer inherent advantages over print.

Measurability

Almost every interaction can be tracked and analyzed. Clicks, impressions, dwell time, downloads, form submissions, leads, conversions – all these metrics provide precise insights into the performance of a campaign.

personalization

Content, offers and messages can be dynamically adapted to the individual user, based on their data and behavior.

Interactivity

Digital channels enable direct dialogue, lead generation, the integration of videos, interactive tools and other elements that increase engagement and guide the user on their journey to becoming a customer.

Flexibility and scalability

Digital campaigns can be launched, adapted, and scaled quickly. Budgets can be managed flexibly and increased or decreased as needed.

Comparison: Print advertorial vs. Digital B2B communication (AI-supported)

To highlight the differences even more clearly, it is worthwhile to directly compare the effectiveness criteria:

Cost

While print advertorials incur high absolute costs, the costs of digital campaigns, although variable, are often significantly lower per reach or engagement. Furthermore, they allow for much better control over the budget and allocation to the best-performing channels.

reach

Print media reach is declining and limited to its distributed circulation, a portion of which remains unseen. Digital reach is potentially global and can be scaled through targeted measures (SEO, paid advertising, social media) to reach precisely the relevant users.

Target audience targeting

Print media offers only static targeting based on presumed readership. Digital communication enables precise, dynamic, data-driven targeting based on demographic characteristics, interests, behavior, search queries, and even predictive models created by AI.

Measurability

The effectiveness of print advertising is difficult to quantify. Digital campaigns offer precise, often real-time performance measurement based on a wide range of KPIs.

Interactivity

Print offers no interaction. Digital channels are, by definition, interactive and enable lead generation, dialogue, feedback, and automated follow-ups.

personalization

Print offers no personalization. AI-powered digital communication enables a very high degree of individualization of content, offers, and messaging.

lifespan

A print magazine may have a longer physical lifespan, but actual attention is fleeting, and a large portion is discarded unread. Digital content may be short-lived, but through search engine optimization and strategic distribution, it can be found and repeatedly consumed over long periods. Evergreen content in digital formats has a potentially unlimited lifespan on the web.

engagement

Print engagement is difficult to measure and depends heavily on chance – whether the reader notices the advertorial and engages with it. Digital engagement (clicks, shares, comments, time spent, conversions) is precisely measurable and can be very high due to relevance and interactivity for the genuinely interested target audience.

image

Print is often perceived as credible, but in the context of digitalization, it can also appear "old-fashioned" or less dynamic, especially among younger decision-makers. Digital communication, particularly when intelligent and personalized, conveys an innovative, modern, and flexible corporate image.

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The dominance of digital media and the niche for print.

Considering the developments in B2B marketing, the declining reach of traditional print media, the high probability that content will remain unread, and the enormous potential for precision, personalization, measurability, and efficiency offered by digital, AI-supported communication strategies, the answer to the initial question is clear: An investment of 10,000 to 30,000 euros or more in a single print advertorial will no longer be up-to-date for the vast majority of B2B companies in 2025 and will be difficult to justify economically.

The gold standard era for this form of print advertising is over. In many cases, it has become obsolete, its costs no longer commensurate with its potential benefits. High wastage, lack of measurability, and insufficient interactivity make print advertorials inefficient and opaque compared to data-driven digital alternatives.

The future of B2B communication clearly lies in digital, flexible, and above all, intelligent approaches. AI-powered marketing strategies, based on precise targeting, personalized content, real-time optimization, and comprehensive measurability, offer significantly more opportunities to successfully guide the complex and individual customer journeys of today's B2B decision-makers. They are generally more cost-effective relative to the impact achieved and can be scaled much more flexibly, depending on budget and objectives.

This doesn't necessarily mean the complete end of print in all its forms. In very specific individual cases, print can still play a role as part of a broad, integrated, and data-driven marketing mix. Niche strategies are conceivable, for example, for pure image cultivation among a very conservative or older target group of decision-makers who demonstrably still use print media extensively. Very high-quality, limited-edition print products as an exclusive component of premium branding could also be an exception. But even then, the use of print should be strategically sound, carefully weighed against digital alternatives, and integrated into the overall data analysis as much as possible (e.g., through the use of QR codes, specific URLs, or the inclusion of specific promotional codes in the print to allow at least a degree of measurability).

The primary focus for B2B marketing budgets in 2025 and beyond must be digital. Companies that continue to rely on expensive, unmeasurable print advertorials and ignore the opportunities of AI-powered digital communication risk not only inefficiency but also falling behind competitors who are using these new tools to reach their target audiences more precisely, quickly, and relevantly. Investing in technology, data analytics, and digital expertise is now the true gold standard for successful B2B communication.

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