A Roaring Trade: Trade Media A ‘Significant Factor’ In Sales And Strategies (New Report)

Good news for those who run trade publications or have long believed in their value — a new study is confirming “trade publications’ influence on driving sales, business strategies, and operational decisions.”

Broadsheet’s “How Trade Media Fuels Business Growth And Industry Influence” report for Q2 2024 surveyed more than 150 B2B leaders and executives, finding that 82% say trade media coverage directly impacts purchase decisions and 59% say it directly influence their branding positions and identity.

“Trade media is not just about staying informed — it is a significant factor influencing decision-making, even at the highest levels,” the report says, pointing to findings that trade media was seen as more reliable than general business news, including 70% who identify trade pubs and newsletters as their primary source. “These dynamics are especially pronounced within fast-moving sectors like B2B technology and media. Dramatic structural changes to markets (e.g., innovation, privacy regulations driving signal loss in digital advertising) mean that up-to-date information and intelligence are at a premium and businesses need trusted industry voices in the trade media to stay informed and differentiate themselves from their competitive set.”

The survey found that two-thirds (67%) of executives say a presence in trade media influences both sales and revenue growth, with 1 in 3 saying their sales figures see “a great deal” of impact.

“Over 58% of respondents say visibility in trade publications is critically important,” the report says. “The overwhelming majority of respondents stated (83%) trade media visibility is important for their company’s overall market position.”

MediaPost’s Ray Schultz writes that the reliance on trade media “sounds positive, despite the devastating hits that trade publications suffered only a few years ago.”

“Many were shuttered, or stopped appearing in print,” Schultz says. “But those ‘boring’ trade publications present other benefits. For instance, 76% of readers engage with industry white papers. And 75% go to LinkedIn for industry news and insights.”

In terms of paying for the print privilege, the report found that more than half maintain at least one corporate subscription, while nearly half have personal subscriptions, “highlighting their commitment to staying informed and competitive,” the report says.

As Schultz puts it, B2B trade media is “a thriving field, and publishing professionals are lucky to break into it.”

“There’s no room for anti-B2B snobbery.”