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Fairfield's B2B Media Intelligence Report

Business-Publication Audience Down 3% From 2000

Daily Time Spent Reading Biz Pubs Increases By 25% Over 2000

Daily Exposure To B2B Ads up 21%

According to a recent Fairfield Research, Inc. study, the size of the business-publication audience has declined by 3%, yet the time spent with business publications by workers every day has increased by 25%.  Clearly the business-publication audience has shrunk, in line with expectations, given the sharp economic down-turn and job cuts.  Yet the decline in the b2b-publication audience is modest.


However, those business people still on the job are spending significantly MORE time reading their business publications.  In 2000, daily readers spent, on average, forty (40) minutes each day reading business publications.  In 2001 daily readers spent 25% more time reading their business publications, reading b2b and trade publications for 49.9 minutes each day.

Through analysis one may determine the increase or decrease of advertising exposures reaching American Business.  Advertising exposures in b2b publications increased 21% over 2000.

In 2000 business people were exposed to advertising in business publications on a national basis for 46.5 million hours per day.  In 2001 American workers were exposed to advertising for 56.3 million hours each day.

Gary Gabelhouse, Fairfield CEO and head analyst on the independent study said, "Ad messages from advertisers are reaching only three percent (3%) fewer eyeballs in 2001 compared to last year.  However, those fewer eyeballs are spending 25% more time reading and, hence, exposed to business-publication advertising.  Net-net, ad exposure in business publications is up 21%.  Ad spending is reported down about twenty points.  From analysis of this study data, I am certain those advertisers are making more impressions than last year due to the increased time spent being exposed to that advertising.  It is a cycle that has been proven in other studies--in a down market, advertisers decrease their schedule.  Those who have the perspicacity to maintain, or even increase their schedule will enjoy more attention due to less clutter.  In this case, less clutter AND more exposure is a double punch--netting increased sales and purchase intent for advertised goods and services."

Study Methodology

Fairfield contacted by telephone a stratified, random and representative sample of n=1,000 adults.  Surveys were conducted throughout a one-week period to avoid any weekend/weekday biases in media behaviors.  The maximum error range for the study is plus or minus 3.1 percentage points at the 95% Confidence Level.

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