The 1997 Banner Survey was published yesterday. The annual study analyses the purchasing and readership habits of computer decision makers in all types of businesses.
The survey found that computer buyers in user departments, not IT professionals, are becoming harder to target by marketing campaigns because of a major shift in their reading habits. There has been an overall drop in their readership of specialist IT publications and an increase in national newspaper readership; the growth in IT supplements in the national press could account for this. So, marketeers will have to consider a broader spread of media when targeting this group.
While, IT professionals have a growing decision making role. As a result, these people have a need for up-to-date information and are now relying heavily on specialist publications to get it. IT professionals read approximately two weekly titles, two IT monthly titles and one national newspaper.
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