Media buyers said the study is probably accurate, but they doubt it will have much of an effect.
Alan Jurmain, executive director of media services at Lowe Lintas & Partners, said he agreed in general with the study's findings but offered a caveat. "It depends what you're selling," he said. "It's hard to make sweeping statements and hard to synthesize the data down to one variable."
John Karlson, senior VP-strategic development at Martin/Williams, Minneapolis, said, "If the methodology is credible, and I presume it is, I think it will make b-to-b marketers feel more comfortable about spending on trade publications."
But Karlson added he would be surprised if the study significantly changed the way media buyers purchase ad space.