Royal Mail report places B2B magazines above internet
LONDON – Royal Mail say industry decision makers believe the future lies in printed B2B magazines, despite the growth in online publishing.
The research, which has drawn criticism from industry figures, was conducted by market research agency Quandrangle for Royal Mail and found that of the 500 advertisers, media and creative agencies interviewed, 92% said print would continue to be their chosen route for industry news.
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A figure of 80% said they do not read online magazines, with 75% saying they find the online ads annoying.
Lucy Fairclough, head of professional media at PPA Professional, said: "Business titles engage with readers; they are retained and passed between colleagues."
The research showed that publications are passed on to an average of five additional people and are kept for future reference, with 79% saying they look at their business magazine more than once.
However, the report has been criticised by some industry figures, who said the research makes the Royal Mail appear out of touch.
Mike Welsh, managing director of advertising agency Claydon Heeley Jones Mason said: "It depresses me but doesn't surprise me that research carried out by Royal Mail brings us this insight."
"The future is just not that black and white -- there is quite clearly a role for both online and offline channels, but it is also clear that the growth is online is set to continue."
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Magazines: B2B titles retain popularity
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