Research Center >> June 2008

Web and Trade Pubs Work Well Together for Reaching Top B2B Decision-Makers
A trusted magazine’s Web site is part of top exec’s daily routine.
from AICPA Custom Media Solutions

Two in five (38%) C-Suite executives are using a publication's Web site as part of their daily routine, according to a recent Business Elite Study by Ipsos Media.

Hugh White, Vice President of Ipsos Media adds that, "top executives are heavy users of what we think of as traditional media, such as television, newspapers and magazines, but they are also getting more deeply into the digital space, not only the Internet itself, but streaming video, blogs, podcasts and the like."

Looking at the sources that executives turn to first for "helping me in business," the Internet tops the list for total executives but C-level executives and CEOs give their highest ranking to business magazines.

Researchers said more than half of executives they surveyed indicated that they purchased products as a result of Internet advertising — but about 40 percent said they had done so as a result of TV or magazine advertising. More than 33 percent said newspaper advertising had prompted them to purchase, while almost 20 percent said radio spots had resulted in purchases. There was little difference between total executives and C-levels in this regard.

Large numbers of executives also visited a Web site following exposure to advertising in various media.

Once again, it’s not a matter of which B2B marketing medium works best. It’s all about how smart marketers use them most effectively together.