B2B print media still valued by end users: Report

New Association of Business Information and Media Companies report find end users are actively using print and website B2B media for industry knowledge, yet marketers are failing to recognise their importance

B2B print and online media remain a staple for media users in their quest for industry knowledge, yet marketers are failing to recognise their continued importance, according to a new survey.

The Value of B-to-B: Quantifying the role of the business-to-business information and media industry in the buyer-seller relationship report was produced by The Association of Business Information and Media Companies (ABM), and analysed how end users and marketers perceive a range of B2B media.

It found 96 per cent of all media end users visit B2B websites and read print magazines, and three-quarters use each formats at least weekly. The report also found 74 per cent of respondents consume both traditional and digital media, rather than choose one over the other, and 61 per cent see print magazines either staying constant or growing in importance over the next five years.

In contrast, 32 per cent of marketers plan to cut print ad budgets over the next 12 months, and only 54 per cent rate print circulation as a useful benchmark in terms of audience metrics.

“These two data points reveal a disconnect between marketers and end users: Marketers are moving away from print media, but our research suggests readers are not, at least not at the pace advertising is leaving print,” the report authors stated.

Print and TV are preferred advertising channels for consumers: Report

The ABM report also claimed B2B media users are loyal, with 68 per cent saying they spend more time with industry-related print publications than with mainstream business or consumer print publications. In addition, 63 per cent of respondents use websites and/or apps designed for use with mobile devices as part of their jobs, and 35 per cent do so at least once a week. While smartphones are most prevalent, 29 per cent of end users are using both a smartphone and a tablet device for business purposes.

The channel most popular with B2B marketers is events. Ninety-five per cent of survey respondents see audience demographic information as useful, and 85 per cent value in-person event attendance metrics. In terms of participation, the majority of marketers rated attendance and sponsorship as highly successful in creating new product awareness (89 per cent and 76 per cent, respectively), as well as in lead generation (90 per cent and 76 per cent respectively).

Of the end users surveyed, 80 per cent said they use conferences or trade shows to source industry-related content.

Unsurprisingly, mobile is a growing area of investment for marketers, and 43 per cent expect to increase spending on mobile advertising in the near future. Forty-one per cent also plan to boost e-newsletter advertising.

The ABM report was sponsored by Adobe Systems and based the results of online surveys undertaken by Readex Research across three different user groups – marketers, end-users and publishing professionals – in March 2013. More than 6,600 end users participated, along with 111 publishing professionals and 74 marketers.

More B2B content

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Thanks for this. The key for me is the effective of governance where it dictates and sets the proactive policy when it comes to CX. Tech ...

Hitesh Parekh

6 lessons in modern marketing from a customer experience chief

Read more

Very well said “With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just co...


CMO's top 10 martech stories for this week - 29 September

Read more

Latest Podcast

More podcasts

Sign in