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Home > MVS | |
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For a live MVS site, go to http://www.ecmag.com/info The Power of Print Business-to-Business magazine editorial and advertising pages drive more buyers to sellers’ websites than any other medium. Business-to-Business magazines drive more readers to their own website than any other medium. Measuring and reporting the print-to-web connections is a basic tool publishers need to prove the power of print and the usership of their websites. Research shows readership and response of print is up despite the decline in advertising pages. The advertisers are confused by the delay in reporting online response and do not understand why print stopped measuring response. They are demanding more than reach cost and clicks alone. They want and need results coming from readership, usership and response. The reader wants and demands instant everything. Research proves that their new way to respond has changed. The reader goes direct from the print page to an advertiser’s website to continue to search a product or service or new technology. The industry knows this but is a bit slow adjusting to the change. However it is an easy adjustment. It is measuring and reporting the print-to-web connections. Consider what these sources have said: Irrefutable Proof: Magazines Drive Results Online. Based on independent research with 15,000 adults and 160 marketing managers. Magazines lead in influencing web behavior - Magazine Publishers Of America (MPA) (http://www.magazine.org/content/Files/MAG%2Dproof%2Dff.pdf) Advertisers in B2B magazines are a direct link to executives - 79% prompting them to go to the advertisers website to continue their search for buying information. American Business Media Question: As a result of your readership in the magazine in the last twelve months what action did you take to search for more information? 66% stated they visited the advertisers website. AGENTMEDIA Agent Sales Journal Reader Profile 2006 (www.agentmediacorp.com) Question: Number one source for engineers in the past 12 months. Magazines and advertisers website tied at 78%. CMP Engineers’ Primary Source Of Information. Media Usage Study 2006 (http://i.cmpnet.com/v2.cmpnet.com/tmrc_documents/Channel_Media_Consumption.pdf) Four out of five readers of print [newspapers] use the online edition for continuation of the search function. Media Post Center For Media Research “Crossovers” 2007 (www.mediapost.com) Question: Which of the following sources have prompted you to use an [internet search] eventually leading you to make a purchasing decision? The number one answer was magazine ads - iPROSPECT Offline Influence on Online Search Behavior Study 2007 (www.iprospect.com) Advertising in B2B print magazines drive more buyers to sellers’ websites.” This study above all is the most powerful study of all. It proved the more you run ads in a B2B magazine, the more action you generate. Better than any other medium . . . including major search engines. Hearst Electronics Group Electronic Products 2007 (www.electronicproducts.com) For a live MVS site, go to http://www.ecmag.com/info
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