Senior executives prefer mix of print and online
By Erina Lin, Tuesday 16 October 2007 at 22:03 :: General :: #703 :: rss
Most senior executives prefer to get information from a mix of print and online formats, according to a recent survey by Doremus and the Financial Times.
About 75 percent of respondents said print media were not becoming obsolete. More than 60 percent said they paid more attention to print ads, and 59 percent said they trusted print more than online media for information. Six out of 10 indicated they preferred print for in-depth analysis.
"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, according to eMarketer.
About half of male respondents relied mostly on print, while only less than one-third of women did so.
Nearly 30 percent of senior executives said the Internet met all their information needs, eMarketer reports.
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