I am always hungry for well-done research that gives us a view into how executive decision-makers use various types of media.
Last month, Forrester and American Business Media unveiled a terrific research study of more than 800 business decision-makers that clearly shows the media and marketing communities how important all forms of b-to-b media are to top-level executives.
Here are some top-line items of how executive decision-makers use b-to-b media in conjunction with doing their jobs: 69% read industry-specific print publications; 70% visit industry-specific Web sites; 70% read e-mail newsletters; 62% use industry-specific trade shows; and 45% use Web-based events.
These numbers seem right on target with how I see media consumed currently. I found the relatively high numbers for e-mail newsletters and Web-based events a further message to media companies that these are very important offerings for b-to-b executives and marketers, along with Web sites themselves.
Says ABM CMO Mark Rothman: "This survey went deeper than any research previously done to show the importance, and the engagement, business decision-makers have with industry-specific b-to-b media."
There is much more in the study, including research about how marketers view their ad spending with us. I encourage you and your sales teams to put the important information in this study on the menu for ad buyers. You can download and devour it at www.americanbusinessmedia.com.
Bob Felsenthal can be reached at [email protected].