B2B Magazine Ads Get Response

The February 26, 2004 issue of the American Business Media newsletter reports the findings of a study by Harvey Research on the impact of B2B advertising. The study surveyed 78,500 B2B magazine readers over three years (2001 to 2003). Their results include:

Average time spent reading per issue: 35.51 minutes

Discussed ads or articles in the issue with someone: 50.22%

Referred ads or articles in the magazine to someone: 45.53%

Visited advertiser’s website listed in the ad: 40.15%

Requested additional information on an advertised product: 27.99%

Recommended purchase of products advertised in the issue: 27.11%

Bought products advertised in the issue of the magazine: 23.21%

Utilized reader service card from the magazine: 21.39%

Took one or more of the above actions: 84.36%

Readers with purchase influence over relevant product categories: 87.99%

Source: Harvey Research, Inc. Ad-Q Studies

If I find a link to this online, I’ll post it. It’d be interesting to see a more detailed write up on the survey. Still, according to this, B2B advertising is extremely effective! Of course, that’s probably because it’s also highly targeted to the audience reading the trade publication…

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