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B2B Marketers, Readers Don't See Eye-to-Eye on Value of Print

05 Aug 2013

ABM has released a market report that aims to quantify the core tenet of B2B media: Connecting buyers and sellers. As the media market continues to fracture across different content platforms and access preferences change among readers, marketers are adjusting their spend accordingly. In its wide-ranging survey, ABM looks at those two core aspects-how readers are accessing B2B content and how marketers are valuing the various platforms.

Among the topline results, ABM found that media users are not necessarily picking one content platform over another. According to the report, 74 per cent use both traditional and digital media.

Mobile occupies a big chunk of media user attention, with 63 per cent using websites or apps designed for the mobile platform, says the report.

Print is at the center of an interesting dynamic between publishers, marketers and readers. It's still the biggest revenue driver for publishers, says ABM's report-a metric that's confirmed by FOLIO:'s own research-and readers still value print. Sixty-one per cent of respondents say that "print magazines will stay constant or grow in importance over the next five years," says the report.

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