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Readex Research Survey Finds Professionals Not Replacing Print With Digital(October 19, 2011)
STILLWATER, MN -- (Marketwire) -- 10/19/11 -- When professionals were asked which media they use regularly in their work, 77% reported regular use of search engines. Print editions of magazines and e-newsletters related to their industry came in second at 74% each. Web sites of professional publishers, associations, or others informing the industry came in at a distant third at 55%. Social media brought up the rear, with 30% indicating regular use. These findings are from Media Usage Studies conducted by Readex Research over the past year.
The survey also asked about regular usage of digital editions of print magazines (54%), webinars, podcasts or videos (49%), conferences/trade shows/industry related events (43%), and web sites of suppliers/vendors (36%).
Steve Blom, Director of Sales and Marketing at Readex, explains the purpose of the surveys, "With many advertisers feeling that they have to 'place their bets' with certain media offerings, it became clear that helping publishers illustrate how the market uses media would help their sales efforts." He mentioned another benefit, "The results help publishers prove to advertisers -- whose ideas regarding usage may be terribly wrong -- that professionals haven't replaced one media form with another."
Of the nine forms of media listed, 55% indicated they used five or more, and only 5% indicated they used only one. Blom adds, "These results maintain that marketers need to gain exposure over a variety of media, and that focusing on a single medium neglects a portion of the market."
Results are based on 2,095 responses to Media Usage Studies conducted by Readex between September 2010 and May 2011.
About Readex Research
Readex specializes in conducting self-administered surveys for publications, associations, and corporate researchers. Since 1947, business-to-business, consumer, and special-interest publishers, have turned to Readex Research to meet their reader research needs.
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