The Periodical Publishers Association (PPA) is the trade association for magazine publishers who have recently conducted research into the usage of, and attitudes towards business magazines. The research investigated the value of business magazines both as an advertising vehicle and as an information provider from the readers’ perspective.


From the advertisers’ viewpoint, the purpose of the research was to:


• Investigate how business magazines fit within the advertisers media mix.


• Establish reasons for advertising in business magazines.


• Understand the attributes of business magazines as an advertising medium.


From the readers’ perspective, the research objectives were to:


• Measure readership of business magazines.


• Establish the main reasons for reading business magazines.


• Identify the unique advantages of business magazines.


The main findings of the research were as follows:


The factor that was considered to be business magazines’ key strength relative to other media were that they


“provide the most suitable environment for my advertising”.


The percentage of people preferring business magazines (64%) was considerably more than all of the other media combined.


Business magazines also out-scored all other media for the following factors:


“used most by my industry for marketing products/services” (59%) and


“best at raising the profile of my company/ products in the industry” (57%).


Business magazines were the top advertising vehicles when it came to being “easiest to use” where, at 46%, it received twice as many answers as the nearest alternative.


There was also a significant difference between business magazines and the next most commonly mentioned medium when it came to


“best at enhancing the image of my company/products”,


where 42% of respondents selected business magazines, ahead of conferences/exhibitions (25%).


A similar pattern emerged for the key factor of


“generates the most interest among colleagues and customers”,


where business magazines were again the most - commonly mentioned medium (39%), ahead of conferences/exhibitions (19%).


Respondents to the survey were asked a series of statements about business magazines and asked to answer whether they agreed or disagreed. The statements were based around the effectiveness of business magazines as a medium in which to market their company’s products/services.


The responses were very positive for business magazines on all statements, again showing their power as an advertising medium. The statements that elicited the highest amount of agreement were:


“Advertising in the business press enhances the image of my company”


- 96% agreed with the statement.


“Key decision makers read business magazines” - 90% agreed with the statement.


“They have a targeted audience” - 90% agreed with the statement.


Extremely high percentages of respondents also agreed with the following statements:


“Spending money in the business press is an important factor in strengthening and retaining market share for my company” (79%).


“They are my first port of call when it comes to choosing where to advertise” (77%).


“They reach a unique quality of audience” (72%).


Around two-thirds of respondents agreed with the next two statements:


“Our target audience is most receptive when reading the business/professional press” (69%).


“My business would be affected if it didn’t advertise in the business press” (64%).


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