Speaking at the PPA Magazines ’93 conference yesterday Clive Foskett of the Builder Group suggested that British industry would be a great deal less informed and would be stripped of one of the most easily available and cost effective means of communication without the existence of business magazines.
Commenting on recent research entitled ‘The Value Of the Business Press’ he claims that it points out the power and value of the relationship that exists between the business magazine, the advertiser and the reader.
Foskett points out three key areas out-lined in the research;
1. That advertising in the business press reaches decision makers
2. That advertising in the business press produces sales leads
3. That advertising in the business press increases sales and gains market share
The report, which draws together findings from more than 30 recent studies in the UK and overseas, points to evidence which proves that a “high” level of advertising achieved a profit level almost four times as great for the high cost, that cutting advertising disproportionately affects business performance and that it is easier to gain market share in time of recession than during times of economic expansion.
The report examined British Business Press research conducted in 1987 among 701 main board directors of UK companies with turnover in excess of £10m. The research found that;
- 96% of main board directors read their business publications regularly
- 78% of main board directors said that advertisements in business publications are more useful to them than ads in other media
- 87% of sales and marketing directors said that the business press is best for market information to improve sales targeting
- 96% of sales and marketing directors said that the business press is best for providing effective advertising for their campaign
Results from the survey showed that business press achieves an unparalleled level of coverage and loyalty among decision makers with more than three quarters of main board directors reading every issue of a publication and almost one in ten reading half or more of the contents.
“The total package that the business press collectively delivers, serves British Industry and Business far better than any other medium” says Foskett; “Nowhere else will you find so much quality and quantity of relevant specialist information. That’s why it is the perfect environment for relevant and specialist advertising”.
The Value of The Business Press £40 – PPA members, £65 – non members.
PPA: 071 379 6268
