The controlled circulation model of business to business publishing is not sustainable in its current form, according to the chief executive of business information group Incisive.

Tim Weller was speaking yesterday afternoon at the World Magazines Congress in London at a session called “Innovating in a downturn” – in which he explained how Incisive is using free social networking technology to launch new money-making spin-offs for its brands.

In response to a question on whether or not B2B titles should charge for online content, Weller said: “In the years to come we will be charging in some way shape or form for all of our content. I don’t think the controlled circulation model in its current form is sustainable.”