I’m one of them. And I know several more who’ve reached out to me personally, as well as several who complained on other private industry email discussion groups. The flurry of handraising makes me wonder if this was all a clever tactic on RBI’s part to raise awareness and competitiveness among buyers for the titles they’re shuttering. Intended or not, it’s sure working.

Happily all of this attention has helped in one key way — officials at RBI are at last communicating with the outside world about selling the titles. I’ve received two emails in the past 24 hours from folks there. They both said “If we enter into 3rd party sales and the requested titles are available, we will contact you by May 3.” So that must be their party line.

Worth noting, the title’s websites say they’ll be shuttered and the content will not longer be online as of April 30th. So what’s with the May 3rd deadline? Something’s happening behind the scenes next week for sure.

According to this new data from SubscriptionSiteInsider.com’s own annual survey of subscription and membership site executives, the industry is looking at expansion for 2010.   302 publishers and other executives responded to these questions — a record for industry studies.   They included b2b content sites as well as subscription sites selling content access to consumers. All of the executives were actively involved in a paid content subscription site (we surveyed other online and offline publishers separately.)

Some analysis:<ul>

<li> Although mobile publishing is hot in the media, these executives are apparently far more interested in expanding in the platform they know is proven to work for them — subscription sites.</li>

<li> Experienced site publishers are interested in developing sites based on offline brands… but not so much that they’ll go out and look for the deals aggressively.  This is an opportunity for offline brands, ranging from branded instruction books and TV shows, to celebrities worthy of membership-based online fan clubs, to reach out to publishers who already know what they’re doing in the space.  We’ll definitely be covering the hows of this type of deal in 2010.</li>

<li> Folks are also interested in acquisitions, but again mainly in a passive manner.  I actually suspect this is because there are very few information sources currently for subscription site acquisitions… we’ll be launching an M&A center fairly soon to fill that gap, so contact me if you want to be listed as  a buyer, seller or advisor!

<li> Although execs are not that interested in trying to turn free content into a paid site (a tactic that has worked well in the past and we’re building the Case Study Library to prove it), I suspect paid ebook properties will provoke a different answer.

<li> Launches, launches, launches.  Well, your first site is always the hardest.  Once you’ve got the tech, content, and marketing nuts cracked to your satisfaction, why not cookie cutter your systems and processes out over additional sites?  It’s a very normal business model for offline subscription newsletter publishers.   So I expect to see a lot more of that too, with typical site publishers owning multiple titles.

What’s your take?  Let me know below….

In my experience having both bought and sold media properties, and worked for a company that was a heavy grow-by-acquisition player,  in a genuine M&A process the length of courtship is generally decided far more by the seller, than the buyer.    When a seller is truly ready to sell, they sell.  Sometimes it’s prompted by bucketloads of money, but if the seller is also the founder, usually money isn’t the main motivator.  They’re just ready to sell, that’s all.   It’s like a guy hitting that moment when he’s ready to get married, he wasn’t before and now, bang he is.  Once he is, the wedding happens pretty quickly, even if he hadn’t been dating anyone shortly before, or even if the current girl isn’t as great as  a past one had been.

On the media company buyer’s side, sincere courtship can take a much longer time.  You’re schmoozing the properties you want to buy in hopes that someday when they hit that “want to sell NOW” wall, you’ll be on the shortlist of people they call first.  You may even be able to seal a deal before it hits the open market and the price possibly goes up.  I’ve known  media company buyers who spent literally decades  making friends with the people whose companies they wanted to buy, keeping in touch every quarter with a call, a note, and perhaps an annual lunch.

But the key is the word “sincere”.  You don’t waste your time schmoozing a property you’d not really interested in.  If you’re not ready to act,  why bloat your calendar with all those lunches and dinners?  Unless perhaps you’re a professional Romeo and who loves the pursuit but not the marriage.

If a buyer is sincere, they’ll be ready to act fairly quickly, and sign an initial offer letter within a matter of weeks.  The due diligence may take longer, often dictated by what shape your records are in (and for smaller publishers, usually they’re in somewhat bad shape.)  But even due diligence should not take longer than three-six months max.   If a dealmaker is dragging his or feet longer than that, either their access to cash isn’t as easy as they made out, or they’re enjoying the courtship far too much.  Get out of the relationship.  If you’re ready to get married, don’t waste your time and emotional energy by sticking with a guy who really only wants to date you.