A few years ago, Subscription Site Insider published a Case Study on the Christian Science Monitor after they decided to ditch their daily paper for a weekly magazine and premium email newsletter. The decision boosted circulation by 60%.

But like any Web-savvy publication, The Monitor didn’t stop innovating there. Today, the historically consumer publication has branched into B2B publishing, leveraging its roster of exceptional foreign correspondents to produce risk analysis and deep-dive reports on international settings and global issues.

Norm Williams, General Manager at The Monitor (and pictured above), says that B2B revenues are growing steadily, and they hope to have a 50/50 split sometime soon. We’ve seen before how B2B revenues can help a historically consumer site stay relevant and in the black in the changing media landscape. For example, Katie’s Cards — a consumer eCard company — gets most of its subscriptions from its B2C audience, but B2B sales to companies needing holiday eCards accounts for 75% of revenues.

The Monitor also appointed Matthew Clark, a former editor, as New Ventures Director, a position that allows him to use both his editorial experience and MBA training to engage in “contentscaping” and create new premium products. Unlike most news organizations, The Monitor seems to understand that innovation shouldn’t be limited to your platform or technology — the job descriptions and functions of a newsroom need to change as well.

Fortunately, Williams and Clark, along with Finance & Strategy Director Donal Toole, will be discussing The Monitor’s success with B2B publishing, as well as how they guard against content that’s contrary to their mission and brand at the Subscription Site Summit on May 8-9th in New York City. If you’re a consumer publication with quality content that’s looking to stay relevant and profitable in new media, you don’t want to miss this talk!