2001 Yankelovich/Harris Study

Noted researchers Yankelovich Partners and Harris Interactive conducted in-depth interviews with 505 key executives across all major business segments, who are responsible for making purchase decisions.

Their conclusion: Increasingly, b-to-b media form the centerpiece of an effective business marketing program.

Among the findings:

• Executives cite b-to-b magazines as their top source for “influencing or supporting purchase decisions,” over and above newspapers, general business magazines and television.
• Executives who read b-to-b magazines read 4.6 titles every month, and spend an average of 2.25 hours each week reading them.
• The more frequently executives see products or services advertised, the more likely they are to take action. Companies that advertise in a down economy are perceived as having more commitment to their products and services.

To view a PDF version of the groundbreaking results of the Yankelovich/Harris Study, click here.

To view a PowerPoint version, click here.

To order a hard copy or a CD-ROM of the study, click here.

To view the survey questions, click here.

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