This paper was written by Juhi Bhambal at the London School of Economics. Though her frame-of-reference is the U.K. and her focus is B2B magazines and websites (she did interview some B2C publishers), her remarks remain instructive.   For at least a decade B2B publishers have faced the challenges associated with the shift of print to the web and how to monetize the various business channels. In this regard consumer publications can learn from their B2B brethren.  This seems particularly true in regard to the changing role of the editor.