"In a world where the web dominates in news and information, it is easy to assume that print mediums will become insignificant. But in the B2B world, specialized magazines remain an important source of information," finds a recent survey of nearly 700 Canadian business people conducted by Starch Research Services.
The results show that while the Internet ranked first in the seven industry sectors surveyed, Canadian B2B publications ranked a strong second.
All three major B2B media revenue streams declined in 2009 compared with 2008, according to American Business Media.
Examining B2B 2009r evenue, print and trade shows represent 2-3x the revenue stream of digital.
According to Outsell’s Annual Advertising and Marketing Study 2010, U.S. B2B advertising and marketing spending will increase by just 0.8% this year, to $129 billion, yet interactive spending will climb 9.2%. With this said, close to three out of four B2B marketers surveyed believe in the power of integrated media and Outsell advises B2B publishers to think twice before giving up on print.
According to research conducted by Signet Research, 52% of subscribers to B2B print magazines say print-only is their preferred format.
Overall preference for the digital edition of a particular B2B magazine was 30%, while only 4% said they preferred website-based content only.
