Businessmen Prefer Print

Business magazines have retained their position as an invaluable source of information despite the boom in online publishing, new research commissioned by Royal Mail reveals.

The survey of UK business decision makers saw 92% say that printed magazines are as relevant as ever, stating that print copies would be their chosen route for receiving industry information in the future, while only one fifth of those surveyed said they read online business magazines.

And despite the possibilities available to online publishers, 75% of those questioned still get more enjoyment from printed magazines.

The survey does not make brilliant reading for online advertisers, as 75% of business decision makers find online adverts annoying and ignore them, while in contrast 70% take notice of advertising in printed business magazines.

Advertisers should also note that over three quarters of business magazines have a lifespan beyond their original owner, with titles passed on to an average of five additional people.

The survey showed that copies and articles are kept for future reference, with many being added to an organisation’s library; 79% said they looked at their business magazine more than once.

Emily Travis, market development manager for publishing at Royal Mail, said: “The study proves that business magazines are not only considered an essential part of the professional environment but they are actively enjoyed.

“The future for business magazines looks bright. The survey suggests that business magazines will continue to deliver a direct and personal method of communication for business individuals throughout the UK.”

Royal Mail Group: www.royalmailgroup.com