96 Percent of Business Media Users Rely on Trade Magazines and Websites to Make Purchase Decisions

The Value of B-to-B Report shows that business-to-business media, including events, magazines, websites and more, are extremely effective in connecting buyers and sellers. The Value of B-to-B report was sponsored by Adobe Systems Inc. and supported by marketer organizations ANA (Association of National Advertisers), ISBM (Institute for the Study of Business Markets) and BMA (Business Marketing Association), as well as eight trade publishing companies. Some key takeaways include:

• Trade media have reach: 96 percent of media users polled visit b-to-b websites and read print magazines. 73 percent visit these websites at least weekly, and 45 percent read print magazines at least weekly.
• Events deliver leads: 90 percent of marketers polled said that event attendance generates leads, and 76 percent said that event sponsorship generates leads.
• Digital magazines are flourishing: 92 percent of publishers polled produce digital editions of their print magazines, and 60 percent of publishers say that their digital circulation is increasing.
• Mobile is growing in business: 53 percent of media users say they use their own personal mobile device for business purposes, and 43 percent of marketers say they plan to increase their spending on mobile media.