The study questioned senior executives about which information sources they most trust to support their business decisions. Business Media topped the list, with 71% of respondents agreeing that information from business magazines has triggered actions that have helped their employer either make or save money.
Business Media websites achieved a similar score of 70%, followed by exhibitions and email newsletters from Business Media brands (both at 60%), and then Business Media events (47%). Other forms of media further down the list were news magazines (both print and digital), content from national newsbrands (both print and digital), TV, radio, and outdoor media.
Business Media was also judged to be the primary information source in terms of supporting career development. More specifically, 83% of respondents agreed that information from Business Media websites helped them personally in their careers, while the figure was 82% for business magazines. Exhibitions (65%) and email newsletters (64%) were the next most important information sources in this area.
The survey found that business professionals now primarily access Business Media via digital channels, with 87% regularly accessing content online. However, the findings also clearly show that professionals access business content from multiple sources and in multiple formats: 67% access two or more Business Media brands online, 76% of readers regularly access a business magazine in print, and 52% access two or more Business Media brands in print.
The research also gives evidence of the growing influence of the mobile channel and users’ increasing engagement via mobile devices. Business Media apps had been downloaded by 36% of smartphone owners within the sample, and of those people, 27% said they used the app every day.
Barry McIlheney, CEO of the PPA, said: “This new research from PPA Business contains some very revealing headlines about the consumption and perception of Business Media among professional audiences in 2015.
“It is clear that the weighting of different content delivery channels continues to evolve. Desktop still dominates, live events are growing in influence, and across all age groups there is growing appetite for content on mobile. The fact that more than three-quarters of this audience are also still regularly accessing content in print shows how business users are now sourcing what they need when they need from a truly complementary mix of platforms.”
“Among these new findings, there are also many reassuring themes that are consistent with what we already know about the appetite among professional audiences for high-quality content, and the value it clearly brings to their decision-making process.”
More like this
The Native Advertising Institute just held their third annual Native Advertising Days Conference in Berlin, where the world’s best thinkers and practitioners of native advertising came together to share their insights. Here are 10 of the top tips.17th Nov 2017 Insight News
A growing middle class in China with a high propensity to shop for foreign brands is helping to drive up spending on goods bought outside of China, according to eMarketer’s cross-border ecommerce spending forecast.15th Nov 2017 Insight News
GroupM’s new State of Video report offers an insightful look at the business of television and video.15th Nov 2017 Insight News
Running an ad campaign is a pretty intricate undertaking. Many variables contribute to either success or failure. In general, you can discern three broad parts you need to consider.13th Nov 2017 Insight News
Subscriptions have become The Economist’s biggest income stream in the past seven years. Michael Brunt, chief marketing officer and managing director, circulation at The Economist explains how they managed to transform the 174-year old title’s circulation business into the biggest driver of profits.9th Nov 2017 Features
Recently, there has been a period of time where there was somewhat of a slow-down in international brand activity as companies focused on shoring up their bases. However, this year we have seen an increasing number of reports surfacing about media companies adopting a more global outlook again – at least in certain segments. Does this mean a renewed focus on brand licensing, and in what form? And what is the outlook as we head into 2018?13th Nov 2017 Features
CDS Global and Zeddit announced a strategic technology partnership in the UK and Australia to provide advanced subscriber conversion capabilities for print magazine publishers. The partnership will focus on improving the conversion of visitors to magazine websites into subscribers for CDS Global clients.13th Nov 2017 Industry News
One of the biggest drives for publishers in the past decade or two have been transitioning their print content to digital. For some it is all about maintaining the magazine's brand essence online, yet others have enjoyed success in amalgamating print publications to create new web first brands.13th Nov 2017 Features
Publishers’ growing urge to be platform agnostic needs to be balanced by focussed efforts to ensure content remains platform specific.13th Nov 2017 Features
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
Get global coverage of your launches, company news and innovationsFIND OUT MORE
What’s happening now, what’s coming next