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
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