B2B Research
B2B Magazines Medium Wins
Eighty-three per cent of business decision makers agreed that they are more likely to read an advertisement in a business publication than on the Internet, new research commissioned by PPA shows. Seventy-nine per cent of respondents also agreed that they find it easier to read printed articles than articles on a PC screen. However, the findings also reveal a continuing need for the Internet, as 79 per cent of respondents agreed that the Internet and business publications complement each other. Only 10 per cent of respondents thought that the Internet takes away the need for business publications.
The research, titled The Essential Medium: decision makers' usage of B2B magazines, examines the relationship decision makers have with B2B publications, the Internet and other media.
The study, which was conducted by NFO WorldGroup, involved interviews with more than 500 business decision makers from the 20 largest industry sectors according to advertising expenditure.
Business Decision Makers Endorse Their Use Of B2B Magazines
Eighty-two per cent of business decision makers agree that magazines are the most important medium to keep them up to date with technical developments in their sector, according to major new research commissioned by PPA. Seventy-five per cent of respondents in the study agreed that B2B magazines are the most important source of information on new products, services and markets, and 72 per cent agreed that B2B magazines are the most important source for news and information on their sector, while newspapers came next with 16 per cent.
The exclusivity of information that B2B magazines provide across sectors was praised by respondents of the research. Sixty-four per cent agreed that B2B publications give information that could not easily be obtained elsewhere. One respondent in the aerospace industry commented: "Very useful information. You can't basically get any information about metals or other industry parts anywhere else. You can always find articles on them in business publications - detailed articles I mean."
The study, conducted by NFO WorldGroup, aimed to examine media usage in the B2B sector and evaluate business decision makers' relationship with B2B magazines, the Internet and other media. The study involved interviews with more than 500 business decision makers from the 20 largest industry sectors according to advertising expenditure.
