Study: Internet 'disrupting' trade publications

Researchers drew information from sectors including Retail, Automotive, Agriculture, Travel/Tourism and Information Technology to come to their conclusions. In five of the seven sectors business to business (B2B) publications ranked second to the Internet as an information source.

The research found that 76% of people turn to the Internet for sector information compared specialized business publications or trade shows (67% each) or conventions (56%) or salespeople (51%).

Of those business people or consumers using the Web for information:

• 80% directly search for and visit the website for a supplier/manufacturer
• 70% visit publication websites, including business newspapers
• 68% land on a manufacturer website through a link on a publication's website
• 58% navigate to manufacturer websites as the result of an ad within a publication

This is not an indication that specialized or B2B publications are in danger of falling to the wayside, however, as the research also found that these publications have done a good job of embracing the Internet to distribute information. Rather than ignoring the space, these publications in Canada have turned to the Internet to enhance their brand value and keep their advertising relevant.

The Canadian Business Press sponsored the study.

Tags: B2B, b2b marketing, Starch Information Sources, The Canadian Business Press, trade publications