Survey: Professionals Not Replacing Print With Digital? New Readex Research study finds print second most popular media.

Submitted by: Joan MacKenzie 12/03/2011

New Readex Research study finds print second most popular media.

BY MATT KINSMAN 
10/28/2011

This week alone, Ziff Davis Enterprise announced it will replace its three remaining print magazines with digital editions in 2012 and Hanley Wood president and CEO Frank Anton indicated that more magazine closures are likely in his organization, yet a new study from Readex Research suggests that the group of professionals it surveyed are still heavily invested in print (even if that includes printing out a digital format).

While 77 percent of respondents say they use search engines regularly in their work, 74 percent say they use print editions of magazines and e-newsletters. Websites were the third most used media (55 percent) with digital editions close behind (54 percent).

Other regular media usage included webinars, podcasts and video (49 percent), conferences/trade shows/industry events (43 percent) and websites of suppliers vendors (36 percent). Just 30 percent of respondents say they regularly use social media for work.

"With many advertisers feeling they have to ‘place their bets' with certain media offerings, it became clear that helping publishers illustrate how the market uses media would help their sales efforts," says Steve Blom, director of sales and marketing at Readex Research. The results help publishers prove to advertisers-whose ideas regarding usage may be terribly wrong-that professionals haven't replaced one media form with another."

The survey was conducted between September 2010 and May 2011, generating 2,095 responses.