The power of industry-specific business magazines

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A 2007 Forrester Research Study with American Business Media on the trends and impact of B2B media on both end-users, decision-makers, and marketers revealed that despite the growth in digital media use, industry specific magazines continue to be an important communication tool.

A 2007 Forrester Research Study with American Business Media on the trends and impact of B2B media on both end-users, decision-makers, and marketers revealed that despite the growth in digital media use, industry specific magazines continue to be an important communication tool.*

Here are some of the study's results:

- Business decision-makers (BDMs) rank industry-specific magazines among the Top 5 media they use on the job. *

- BDMs find industry-specific magazines valuable for validating and informing purchase decisions. *

- Similarly, B2B marketers find industry-specific magazines are more effective at reaching BDMs and generating leads than general business media. *

- BDMs--and top executives in particular--are highly involved and engaged with industry-specific magazines, and their involvement has remained consistently high since 2001.*

- Despite evidence of their unique value, B2B marketers underutilize industry-specific magazines in their current trade marketing spending. *

- Even though BDMs indicate that industry-specific magazines will continue to play an important role in 2009, B2B marketers underutilize industry-specific magazines in their future spending plans.*

*Source: 2007 Forrester Research Study with American Business Media, The Power of Industry-Specific Business Magazines, 2007.

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