According to the Starch Information Sources Study, the influence of the Internet has surpassed that of all other sources. For business decision makers, the rankings of useful sources is as follows:
• Internet 76%
• Specialized business publications 67%
• Trade shows 67%
• Conventions/seminars 56%
• Salespeople 51%
The influence of traditional business publications seems to be diminishing, according to the study. However, business journals are still cited as “the second most important information source in most industries.” Media companies should become familiar with the current source demand and offer both traditional and online formats to marketers.
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