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Market Trends

Four major growth trends in the knowledge and information economy are informing our strategy and capital allocation.

In a more digital world, the value of live is higher than ever.


More of our professional lives is now spent online. Business and team meetings, research and learning are more likely to happen through digital platforms and channels.

But as live experiences and opportunities to connect in person have become scarcer, they have also become more valuable.

We invest in building and maintaining leading scale events that are the key annual convening place for the specialist markets we serve.

These provide opportunities to connect and build relationships with suppliers, partners and customers face to face and see complex products first hand – things that are now increasingly rare – and to do that at scale in one place.

B2B buying behaviour has become more complex and digital


When businesses purchase products and choose suppliers, more of their research is now conducted online before they make direct contact with a company about a solution.

For vendors, online presence and digital brand awareness are critical, with more companies focusing spend on branded content services, thought leadership and whitepaper distribution, digital event participation and advertising on the most relevant platforms and media.

When prospective buyers interact with these platforms, it also generates valuable data that can provide sales teams with insight into customers’ intent to purchase.

In 2021, we created IIRIS, our first-party data engine, to capture, enrich and analyse customer data and interactions across our B2B brands and products. We subsequently built out our lead generation and audience development services, particularly within Informa Tech and through acquiring NetLine and Industry Dive.

The knowledge
economy is in structural growth


Around the world, the thirst for knowledge continues to grow as people look to get smarter and better qualified.

More are entering higher education and reaching graduate and postgraduate levels, where conducting and publishing research is important for gaining further qualifications and making progress in an academic or commercial career.

India and China are investing particularly heavily in higher education as part of economic growth and in research and development activity.

Taylor & Francis serves researchers around the world, supporting their careers, managing their work from submission through review and production to publication, dissemination and promotion, helping their research make an impact.

We are also strengthening our presence in key growth markets to partner more closely with their expanding communities of researchers, universities and research institutions.

Funding models
for research areevolving


The last decade has seen a gradual transition in the way academic research is published and shared. There is now a mix of models in research publishing, with growing volumes of pay-to-publish research, where publication is funded upfront and research is made available to all on an open access basis, maximising its reach and impact.

Taylor & Francis has long taken a flexible approach, supporting customers to publish in a way that works for their funding model and community.

We provide additional options for authors and institutions through transformative agreements. These are individually tailored to individual institutional libraries or via consortia to support a stable and sustainable transition from content funded primarily by subscriptions, to a more varied model and, if desired, to a fully open access model in the future, without impacting the quality or reach of published research across subjects..