For the past few years we’ve followed, and participated in, Hearst’s ‘Design Engineer and Supplier Interface Study’. This research, focused on the electronics industry, showed that the top 3 sources of new product information used by design engineers are digital trade magazines, printed trade magazines and web search engines. It was initially rather a surprise to see a chart from the ITSMA’s 2012 study entitled ‘How B2B Buyers Consume Information’ which ranked trade media much lower at around half the score of web search. However, there were some significant differences between the two studies . The ITSMA one questioned buyers, not engineers, and most electronics trade media is written primarily for engineers. It was not so industry specific, and some industries may not be well served by trade media. And last but not least, there is sample bias in the Hearst study because all the respondents were known to consume information from trade media, in either digital or print formats.
By Bob Jones|2016-10-24T10:54:46+00:00October 28th, 2013|
About the Author: Bob Jones
Bob founded Publitek in 1998. He has over 25 years’ experience in running technology PR and marketing communications agencies, following earlier careers in broadcast engineering and electronic component marketing. Bob read Electronic and Electrical Engineering at the University of Bangor, Wales, and has an MA in Marketing. He was elected a Fellow of the Chartered Institute of Marketing in 1996. He is a member of the IEEE and the IET and in 2015 was named as one of "The 100 most influential tech agency PR executives globally" by the Hot Topics community of technology leaders.
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