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Senior executives worldwide prefer getting their news and information via print - newspapers, general business magazines, trade and professional journals, and leisure publications - according to (pdf) a recent Doremus and Financial Times poll (via MarketingCharts).
The majority of senior execs access info in print or a mix of print and electronic; only a small minority view primarily electronic formats, the study found.
Overall, electronic media have made significantly larger inroads into work-related media consumption than leisure-related media.
Execs were asked to respond to the following statements:
Among other findings of the study:
“Marketers with high-end goods and services, including travel, restaurants, luxury cars and financial services, might consider the power of print and how it can engage this very desirable audience with their advertising messages - particularly during their leisure time,” said Howard Sherman, managing director of Doremus New York.
About the study: Omnicom Group’s Doremus business communications agency and the Financial Times polled over 600 senior executives online to learn how they feel about electronic media versus traditional media. Some 91 percent of the C-level and senior-level executives from North America, Europe and Asia. were male, and 75 percent were age 45+.
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