Question

Topic: Research/Metrics

Printed Pubs Vs. Digital Content Sites

Posted by dweidenb on 6/20/2013 at 2:29 PM ET 250 Points
Do you have any research/data/stats on how many people are choosing to get their content and information from websites rather than in-print publications? I'm interested in general consumer behavior but also B2B. And, icing on the cake would be - in the telecom/wireless/mobile industry, how are purchasers and decision makers getting their info? What % search the web for information vs. turn to tried-and-true print/trade publications?
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  • Posted by Moriarty on 6/20/2013 at 3:32 PM Accepted
    This isn't an answer as such - because of the problems of tracking the printed media. It is very slow, hard to set up and hard to process. That means it's both expensive and frustrating. Online media via the display network can retrieve that data in a matter of hours.

    Many professional marketers use data generated from online campaigns and use that in the printed media - simply because they've been able to refine their message online before committing to the expense of publishing. The boss might like to see his ads in the big magazines - only that is a very big difference from the ad being there to generate revenue. Sometimes economics has to kow-tow to the ego at the top of the pile.
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