Lincoln, Neb.--B-to-b media readership is booming. More than 88.9 million people read print or online business and trade media publications each day, according to Media Intelligence 2000, a survey by Fairfield Research Inc. That number is up from approximately 70 million last year, said Fairfield CEO Gary Gabelhouse. Of that 88.9 million, 16.8 million (about 19%) are men between the ages of 18 and 35. ``There's an image of old war horses reading the trades. That's not true,'' he said. Notably, more than half--55%--of all business media is read online, according to the survey.