‘It’s about understanding the industries and sectors we represent’

As Western Business Media’s longest-serving employee, COO Danny Kosifou has been ideally placed to witness Industrial Plant and Equipment’s development. With the title having weathered the pandemic, he explains why it’s an exciting time to kick off IP&E’s third decade. 

IP&E: With Industrial Plant and Equipment celebrating its 30th anniversary in 2022, how has the brand evolved during the last three decades?

DK: Industrial Plant and Equipment was originally named Industrial Plant and Equipment Product Review. When I joined the business in 1997 it was published quarterly but was moving towards a bi-monthly publishing schedule.

As the name would suggest, IP&E was entirely product focused, and existed to serve the needs of factory and engineering professionals as a product locator. 

Including editorial articles was a major step and enabled us to inform readers about the solutions and products that might be suitable for the specific problems they were encountering in their businesses.

Over the years, and with the advent of the internet and all things digital there has been a gradual but persistent shift in how our readers gain industry insights away from printed magazines. This has led to a range of brand extensions such as a website, email newsletters, social media, webinars, digital conferences and podcasts.

This wide spectrum of offerings has enabled our readership to stay connected and informed to the latest industry trends, products and services.

IP&E: Moving away from design for a moment, as a director at Western Business Media, in your view, what’s driving the company's success as a B2B publisher?

DK: As an SME ourselves, we understand the needs of the industries and sectors we represent. In all honesty, the last three years have been pretty brutal for B2B media. In that context, our continued success is largely down to the relationships we’ve maintained with our readers and advertisers. 

With the pandemic and now energy cost rises and supply chain disruption, it's all the more important that B2B media continues to provide a platform to help the companies we work with get their message across.

Being recognised with a PPA Independent Publishers’ Award in 2021 only helps to spur the whole company on to greater success!

IP&E: The Industrial Plant & Equipment brand continues to expand and now encompasses the print and digital editions of the magazine, two annual supplements, a website, webinars, a quarterly podcast and a digital conference. How has this changed things from a design perspective?

DK: It’s certainly more challenging designing for a variety of media, but it's an exciting time for the IP&E brand and it's been very satisfying to see the title go from strength to strength. I'm looking forward to seeing what the next decade has in store for IP&E.

Building the IP&E brand

Western Business Media founder Neil Western discusses some of the highlights from his time working on Industrial Plant and Equipment and considers the evolving role of B2B media. 

IP&E: How has Industrial Plant and Equipment grown since you launched it back in 1992?

NW: Industrial Plant and Equipment has evolved enormously since its launch, starting out as quarterly advertising-only journal before developing across three decades into the brand it is today.

As we gradually introduced product editorial and then editorial features, IP&E grew into a proper journal.

Next to follow were supplements, yearbooks and product cards and direct marketing.  With these additions, the title quickly established itself in a highly competitive market and gained market share.

IP&E: What are some of your stand-out memories involving the title?

NW: There were a number of highlights over the years. Naturally, one of these was the satisfaction of seeing the first issue coming off the press.

But another important milestone was when Industrial Plant and Equipment became the No. 1 journal in its market. That was very special. 

Over the years, we built up fantastic editorial and sales teams. As a small publisher, that human capital enabled us to compete with much larger publishers with far greater resources and to eventually become the leading journal in our market. 

It was hard work, but a lot of fun and very rewarding. It really was a real team effort in all departments.

IP&E: In your view, how important are B2B titles like Industrial Plant and Equipment in terms of helping connect and inform the industries they serve?

NW: I believe B2B titles are very important in terms of helping connect buyers and sellers and informing the industries and markets they serve.

As most B2B journals have a controlled circulation I believe it is essential to continually invest in circulation and data which is what we did.

Obviously, over the years technology has changed enormously. This has made a huge difference and opened up alternative markets and channels to keep in touch with readers, such as:  email newsletters; email marketing; websites; and webinars.

Ultimately, to be a successful B2B today I believe you have to offer the whole package. That was what we were aiming for with Industrial Plant and Equipment, and I’m proud to say we achieved that goal.