SURVEY: BUSINESS BOOKS UP; IMAGE DOWN: BUSINESS-TO-BUSINESS SURVEY FINDS PRODUCT EFFORTS GET GREATER FOCUS

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A new survey shows that advertisers are spending 58% of their business-to-business marketing budgets on advertising in specialized business publications.

According to advertisers who answered the survey conducted by Reed Elsevier Business Information, they are spending more in such titles than they did five years ago.

Much of that spending is moving out of corporate image advertising and into product- or brand-specific work. Of the 50 adver- tisers surveyed by Reed Elsevier, only 22% said they were currently running corporate image advertising, while 78% said ads focused on a specific product.

Those numbers reflect the belief-held by 92% of all respondents-that the major goal of business-to-business advertising is to create awareness of a new product or brand; 82% believe its goal is to create market awareness of the company.

"Our survey was designed to put into context the latest developments in business-to-business advertising," said Bruce Barnet, president-CEO of Reed Elsevier Business Information.

TRADES PREFERRED

Trade magazines remain the preferred medium; more than $1.2 billion in ad spending went into trade magazines in 1996, a 29.8% increase from the previous year, according to Competitive Media Reporting's Rome Report.

That's twice as much as went into consumer publications, which experienced an almost 27% jump in spending to become the No. 2 medium for business-to-business advertising, moving ahead of network TV, according to analysis of of CMR data by Advertising Age's Business Marketing.

In 1996, Business Marketing's Top 100 Business-to-Business Advertisers issue showed those 100 companies spent more than $3.36 billion, a 25% increase from

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