How rapidly publishing is changing! It seems like only yesterday that few businesses were interested in online magazines.
But now, some sources are predicting a wholesale exodus of both readers and advertising buyers, bringing about the death of the traditional printed magazine.
Is this possible? Well, I certainly haven’t noticed any commuters swapping their magazines for e-zines. Any anyone who has tried reading a book online is unlikely to want to repeat the experience.
The reality is that there’s a place for both. E-zines have the advantages of being fast for news, easy to search, and wonderfully intrusive – coming direct to the recipent’s desktop!
While the a magazine is ideal for picking up and putting down, leafing through, reading long articles that require study, and perusing on the bus, the train, at the beach or in the bath!
What is being learned is that each medium requires a distinctly different approach. One set of research shows that people aged between 15 and 45 read online news on a daily basis. But we’re talking headlines and summaries here. Length is the key. If you are submitting news or articles check your ‘time to read’ and aim at three minutes as a maximum.
Where printed publications score, according to recent studies, is the loyalty readers apparently feel for their magazines. One investigation into the relationship decision makers have with B2B publications – which will be the prime new business PR targets for lots of firms - the internet and other media, reveals that more than three-quarters of business decision makers agree that magazines are the most important medium to keep them up to date with technical developments in their sector, saying that B2B magazines are the most important source of information on new products, services and markets.
Seventy-two per cent agreed that B2B magazines were the most important source for news and information on their sector, while newspapers came next with 16 per cent.
For advertisers, the same research concluded that 83 per cent of business decision makers were more likely to read an advertisement in a business publication than on the internet, and 79 per cent of respondents found it easier to read printed articles than articles on a PC screen. However, the findings also reveal a continuing need for the Internet, as the majority of those surveyed agreed that the internet and business publications complement each other. Only 10 per cent of respondents thought that the Internet took away the need for business publications.
The exclusivity of information that B2B magazines provide across sectors was praised by respondents of the research. Sixty-four per cent agreed that B2B publications give information that could not easily be obtained elsewhere.
One respondent commented: "Very useful information. You can't basically get any information about metals or other industry parts anywhere else. You can always find articles on them in business publications - detailed articles I mean."
Richard McCann of B2B PR experts Friday’s is an impartial observer writing for both online and printed magazines.
Friday’s PR delivers straight talking and effective new business PR for many of the UK’s top names in marketing services, HR, conferencing, venues, automotive, legal and government services. For a free PR audit and to learn about our Guaranteed ROI contact fridays-group.co.uk
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