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New media or old media, the debate rages on

December 4th, 2007 posted by Joe Schubert

How important is new media? The fact is most executives are still spending more of their budget in old media. In fact, 45% of them allocate less than 10% on new media. So says a survey from Gundersen Partners.

Is that a true picture of the reality B2B marketing executives must deal with today? One glimpse at the wafer-thin thickness of any trade journal and you get a different picture

A survey of chemical industry buyers conducted by Schubert Communications provides another glimpse of what’s real today. True enough, the Schubert survey collaborates that 78% of the responders say they reference old media for information on new products, while 60% reference the Internet and 53% reference company Web sites. Have we reached a tipping point? You decide.

FACT: Today a B2B company has to deliver their message to markets in the form of and through media the buyers prefer. So that puts a great deal of pressure on marketing to optimize their Web site, search opportunities, and web publication of their information content.

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