Print is still favourite for business readers

B2B Marketing reports on research that shows print trade magazines still lead the way as the preferred choice of reading for UK business decision makers, ahead of on-line publications. A survey of 250 UK business decision makers revealed that 92 per cent view printed magazines to be as relevant as ever and will continue to be the primary way they consume industry news. Three quarters still derive enjoyment from printed magazines with just one fifth reading on-line business magazines.

So that’s it then, let’s all give up on using these new fangled on-line PR tactics.

Except the research was conducted by Royal Mail and the questionnaire appeared only in printed trade magazines. A bit of a self-selecting sample by a company that depends on delivering print magazines for a large slice of its revenue.

It is worth pointing out that I’m reading the print edition of B2B Marketing.

Disclosure: In the late 90s I did consultancy for Royal Mail to write several communications strategies including one for its publishing division. One of the issues we tackled was future competition from the internet.

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About Stuart Bruce

International communications consultant and PR trainer specialising in online public affairs, digital corporate communications, online PR and social media; frequent national media commentator and conference speaker.
  • http://www.open.typepad.com/open Antony Mayfield

    This morning, on the train next to me there was a elderly gentleman reading his Blackberry, very carefully, with the aid of a stylish pocket magnifying glass.

    Early adopter stereotype he wasn't.

    Give 'em five years and there won't be a pink paper FT in sight ;-)

  • http://www.hela.at Manuel

    Hello, is pushed you coincidence over your Blog, comes from Austria and wishes you all good to the USA, wants times America a vacation to start must however surely still save most expensively comes the flight. well then still much success Manuel

  • http://shelby.prblogs.org shelby

    I think print trade magazines are more popular because, most importantly, people are comfortable with them because they are used to them. Also, people would rather have a physical copy to read rathar than having to scroll through one online. I think these reasons also are main factors for why e-books and online newspapers are not as popular as print versions, there is too much scrolling and zooming involved. I do not think we should give up on online trade magazines, but for the time being I think we should embrace print magazines as the dominant choice for reading.

  • http://shelby.prblogs.org/ shelby

    I think print trade magazines are more popular because, most importantly, people are comfortable with them because they are used to them. Also, people would rather have a physical copy to read rathar than having to scroll through one online. I think these reasons also are main factors for why e-books and online newspapers are not as popular as print versions, there is too much scrolling and zooming involved. I do not think we should give up on online trade magazines, but for the time being I think we should embrace print magazines as the dominant choice for reading.