A new study from Doremus, a business communications firm, and The Financial Times found that C-level executives prefer print over online when looking for trusted information and analysis in the financial, consulting and technology categories.
BtoB Magazine has published the numbers from the study:
59% of executives said they trust print over online sources of information, and 64% said they pay more attention to print ads than online ads.
The study also found that 60% of executives turn to print when they want in-depth analysis.
When asked to respond to the statement, “Print media are becoming obsolete,” 73% of senior executives disagreed.
Only 29% of executives agreed with the statement “The Internet meets all my information needs.”
The study included 600 senior level executives from North America, Europe and Asia. 91% of the executives were male and 75% were at least 45.
This is good news for the B2B magazine publishers, but I wonder if the results are skewed by the age of those surveyed? What would the numbers look like if they asked executives that were in there 30s? 20s?
Discussion
By Harvey Levenson on Oct 02, 2007
Wow, this study supports the Cal Poly study posted a couple of weeks ago entitled: "Print will live because it’s trusted, Poly study finds."
I believe that the Cal Poly study answers the questions,"This is good news for the B2B magazine publishers, but I wonder if the results are skewed by the age of those surveyed? What would the numbers look like if they asked executives that were in there 30s? 20s?"
The Cal Poly study found that even young people undertand the credibility of print. Some said that they would be very upset if their newspapers and magazines went entirely online.
Discussion
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