Magazine article Marketing

MARKETING EXCELLENCE AWARDS: The Essential Medium - Decision-Makers' Usage of B2B Magazines

Magazine article Marketing

MARKETING EXCELLENCE AWARDS: The Essential Medium - Decision-Makers' Usage of B2B Magazines

Article excerpt

Magazines are an essential tool for advertisers to communicate with their business customers. Research shows that business publications are regularly read by 87% of decision-makers. Used on their own or as part of a wider campaign, they are able to offer advertisers a unique relationship with their readers. In leaner times, they are the medium that can deliver an advertiser's message to a highly targeted audience.

PPA has published a research report, The Vital Investment, which gathers data from various studies to demonstrate how advertising in business magazines works, supporting the findings with research evidence. The report provides vital information to show advertisers how business-to-business (B2B) advertising works across the whole medium.

The report highlights the extent to which advertisers value the medium, not only in their role as marketers, but also as readers. One survey showed that 99% of advertisers use professional trade titles to keep up to date with their industry. On average, they read 4.3 magazines regularly.

From a marketing perspective, evidence shows that 96% of sales and marketing directors consider B2B magazines best for providing effective advertising for their marketing campaigns. Furthermore, 77% of advertisers see B2B magazines as their first port of call when it comes to choosing where to advertise.

One study included in the report shows that 71% of decision-makers believe B2B magazines are essential reading. …

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