Reach 2025: Intent, Demand and the Modern Attention Economy

Amid the increased complexity marketers are confronting, it’s critical to remember the golden rule of influence: you must be invited in. Flooding channels, buying reach and pushing content doesn’t earn attention - let alone trust – and if anything, those methods can be counterproductive. Meanwhile, publishers have spent decades building credibility with B2B tech buyers - and that trust turns attention into influence.

Hear Bryan Glick (Editor-in-Chief, Computer Weekly) and Brent Boswell (EVP, International, Informa TechTarget) unpack how publishers earn the trust marketers struggle to buy - and how that trust drives real commercial results. They’ll share what B2B marketers can learn from publishers about building and nurturing authentic connections, separating useful AI information from excessive noise, and using editorial credibility combined with data-driven insights to target and engage buyers ready to act.