Business-to-business titles hold their own as information source in an internet era

A study by STARCH Research, released by the Canadian Business Press shows that specialized business publications are maintaining their high overall ranking, second only to the internet, as a source of information for business decision-makers. 

Internet sources have shown a significant 23% gain since 2004 and trade shows have shown an 11% gain, tied with b2b publications. The influence of salespeople, however, has declined steadily since 1996, though it maintained its over all rating in 2010.

The study found that business publications are the original source of most inquiries and sales and are the main medium for creating brand awareness and where product benefits can be presented in detail. 

• STARCH study
• CBP press release