NEWS: Business titles seen as essential reading

Professional people see business magazines as an essential part of their lives, with 95 per cent of them reading one or more titles on a regular basis, according to the Periodical Publishers’ Association.

Professional people see business magazines as an essential part of their

lives, with 95 per cent of them reading one or more titles on a regular

basis, according to the Periodical Publishers’ Association.



A declared 21 per cent regularly read three business publications, while

72 per cent said their magazines provide information they couldn’t get

elsewhere.



Sixty nine per cent of respondents felt business titles contain

advertising that is useful to them, while the next highest scoring

medium was regional newspapers, with just 8 per cent of the vote.



A massive 79 per cent of decision-makers rated business magazines as the

most useful tool for staying in touch with developments in their sector.



These are just some of the top-line results from the PPA’s biggest

business magazine survey in ten years.



A pilot study was launched late last year (Campaign, 8 December 1995).

It cost more than pounds 40,000 and is being launched in full to the

industry at the PPA’s conference, Magazines 96, on 7 May.



The drive behind the research was to find out exactly how professionals

use and read business publications in order to give agencies and

advertisers a clearer understanding of how the relationship works.



National Opinion Polls targeted 1,000 key decision-makers across a range

of 20 professions. The questionnaire asked respondents what publications

they read and how often.



Peter Dear, deputy chief executive of the PPA, said: ‘I was surprised

that business publications scored so highly against other media. This is

most encouraging.’



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