Business media - at least try to read this!
Essential reading to get you started...
The Magazine Media Handbook
Produced by the PPA, the new (2007) edition will give you a full analysis of the magazine and business media industry at an important time of change and evolution.
It covers the three distinct pillars of consumer publishing, business media and customer publishing, looking at all aspects of the industry inclusing multi-platform publishing.
You'll find that some of the stats differ from the ones we've published here, mainly as they refer to data from 2005 not 2006, but the principles, key themes and trends remain valid and of interest.
Click here to download the PDF
The Colouring Book
PPA B+P has joined forces with Reed Business Insight (the market research strand of Reed Business Information) to produce a series of case studies across key industry sectors, such as finance, electronics, property and aerospace, to prove what they already know - "advertising works".
RBI had devised a project called ‘The Colouring Book’ to prove media effectiveness. Now, using this method, the PPA aim to help their members discover who their advertising reaches and how successful their brands are, whether advertising messages are understood by decision makers and what effect campaigns have on overall brand perception.
At the end of the project, the results will be incorporated into a new PPA B+P research publication, but in the meantime...
Click here to read the case studies completed to date
Click here for the full 'The Colouring Book' presentation from Reed Business Insignt
The role of B2B websites
The Association of Online Publishers (AOP) undertook a survey to understand the role of business-to-business (B2B) media websites (defined as those carrying news, editorial features and analysis).
Their objectives were to confirm:
- How strategic planning agencies view B2B websites
- The barriers to including B2B websites in an advertising schedule
- The relationship that business decision makers have with B2B websites
- The role that B2B websites play in the decision making (particularly purchasing) process
- How these users respond to advertising on B2B websites, and what this indicates about its effectiveness
The survey consisted of 12 in-depth interviews with agency executives in media strategy/selection and B2B planning, plus 386 telephone interviews with business decision makers representative of UK industry.
This piece of research is aging but still provides an excellent overview...
Click here for the summary and to download the full research
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