Feature

International Business Media: Special report

Is it wild-eyed, terrified-defensive posturing, or could Andy Bush, the Fortune Group's publishing director, mean it when he says that international publishers "have never been more excited about the next five years"?

Digital dogmatists, keen to sound print's death knell, are everywhere, and, indeed, the UK broadsheets are bleeding readers. But Bush and the members of the World Press Group, the lobbying body he fronts, appear to be buoyed by growing audiences, and are, for the first time, plunging funds into research explaining why.

The mainstay of their slowly swelling readership figures, the research reveals, is their editorial credibility; a treasure delivered, ironically, by the digital tidal wave that also constantly washes up an assortment of "stories" of dubious source that readers feel unable to trust.

That's not to say that print is enough any more, and the WPG is this month morphing into the World Media Group in recognition of a necessary multi-platform approach.

The fact is that we soak up brand messages from all around us, and we want our business information served up in a variety of formats, be they via print, TV, PC or BlackBerry.

Similarly, international business media readers are not a uniform bunch. In fact, who are they these days? And how is it best to reach them?

Broadly based on EMS Synovate's analysis of attitudinal types among pan-European TV viewers, Campaign has carved out various personas that international ad campaigns might bump up against.

OK, so you might not want to find yourself categorised as one of the business tribes opposite. But if you are one, then you'll probably be proud.