Pub. 6 2017 Issue 3

9 f a l l | 2017 Advertising in your association’s trade journal is a solid approach to business development. In fact, a recent survey done via the PPA, called The Essential Medium, found B2B publications such as VACB , to be the No.1 information source with- in any given industry when compared to other media. In the survey, respondents were asked whether they agreed or disagreed with a series of attitude statements and the PPA compiled the data, resulting in the percentages. Verbatim responses were collected by the survey, which are added to exemplify the points. Here are a few excerpts: • Business publications are rated the first choice for staying in touch with what’s going on in their sector by 61% of decision makers. • 83% of managers would recommend to people starting a career in their sector to read the business publications. • “If I didn’t read them I wouldn’t know what’s going on.” • 71% of decision makers believe that B2B magazines are essential reading. • “I would be lost without my business publications.” • “With the information we gather from the publications, we can determine if we are on the right track or if we need • to change direction.” BENEFITS OF ADVERTISING