Print trade magazines are still leading the way as the preferred choice of reading material for UK business decision makers, ahead of online publications.

This is according to a recent Royal Mail survey of 250 UK business decision makers, as part of a questionnaire that appeared in trade magazines in a range of business sectors, such as education, health, finance and property, including Retail Week and The Grocer.

It revealed that 92 per cent of business decision makers view printed magazines to be as relevant as ever and will continue to be the primary way they consume industry news and opinions. Furthermore, 75 per cent of business decision makers still derive more enjoyment from printed magazines, with just one fifth reading online business magazines.

Lucy Fairclough, head of professional media at PPA Professional, states,” This survey underlines the values of a dynamic and highly effective medium for the working world. Business titles engage with readers; they are retained and passed between colleagues.”

The study also revealed that 75 per cent of business decision makers find online adverts annoying and ignore them. In contrast, 70 per cent take notice of advertising in printed business magazines.

Emily Travis, market development manager for publishing at Royal Mail, comments, “In light of this, the future for business magazines looks bright. The survey suggests that business magazines will continue to deliver a direct and personal method of communication for business individuals throughout the UK.”

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