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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