Market News

TODAY, MORE ADVERTISERS THEN EVER BEFORE ARE RECOGNIZING THAT B-TO-B MEDIA ARE AN INTEGRAL COMPONENT

In fact, 87% of executives report they are far more likely to consider a company's products or services if they've seen them advertised in multiple B-to-B media. In fact, B-to-B media are ranked as more influential on purchase decisions than newspapers and television business networks.

That's why a customized combination of B-to-B magazines, websites, and trade shows is an unparalleled way to boost your sales team's effectiveness.

Recently, American Business Media engaged noted researchers Yankelovich Partners and Harris Interactive to conduct in-depth interviews with 505 key executives across all major business segments, who are responsible for making purchase decisions.

Their conclusion: Increasingly, b-to-b media form the centerpiece of an effective business marketing program.

Among the findings:
• Executives cite b-to-b magazines as their top source for "influencing or supporting purchase decisions," over and above newspapers, general business magazines and television.
• Executives who read b-to-b magazines read 4.6 titles every month, and spend an average of 2.25 hours each week reading them.
• The more frequently executives see products or services advertised, the more likely they are to take action.

By AdAge.com Mailed 2006-11-14

Return to Market News list