Trade media top all other purchase-influencing sources, Forrester says

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By Jill Pyle

At inmedia Public Relations, we work incredibly hard to generate media coverage that will help our clients meet their business objectives. Being in the high tech B2B space, industry-specific publications often make up the vast majority of our clients’ Tier 1 media targets. While company and product-launch announcements sometimes spark some interest from local, business or daily media, coverage in trade publications, though it can take longer to come to fruition, has proven to generate a far greater ROI for our clients.

The 2007 Forrester Research Study on B2B Media & Marketing, released in October, has some interesting figures about the media consumption habits of business decision makers. This finding really stood out for me: “Business decision makers find industry-specific media invaluable for informing and validating their business purchasing decisions and helping them do their jobs better. 40%-45% rely on traditional industry-specific media to validate purchase decisions – again, more than other options”

Also interesting to note was business decision makers’ adoption of new media. According to the report, business decision makers rely heavily on digital media, with 70% relying on industry-specific web sites for their jobs and over 75% having used or planning to use emerging media at work. View the following chart for more details:

BDM WEB 20

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