B2B: 2006 Harris Study highlights effectiveness of B2B Media

B2B magazines more informative and reliable than general media
A recently published study by Harris Interactive and American Business Media highlights the importance of Business Media among executives. The study, conducted between February 2006 and April 2006 with 588 completed interviews, is said to be projectable to the entire B2B industry. Key findings include:
• Executives report regular usage of B2B magazines. Senior executives not only read more magazines than mid-level executives, they spend more time with those magazines.
• Sales people and B2B magazines are the most involving sources of information, with trade shows and B2B websites not too far behind. General business media such as magazines, television and newspapers, fall low on the engagement scale. (see the accompanying graphic)
• When asked what source of information executives rely on to do their job best, B2B magazines (41%) comes out on top as the single most mentioned resource, well above any general business media.

You can download a presentation that captures the key findings of the study here

More about B2B Magazines in India later this month...