There’s a fascinating study that came out from Forbes.com and Gartner about the media habits of C-level executives. The key takeaway: the C-level gets more of its information from the web than from traditional media.
This blows apart the argument regarding online media relations and blogger relations that the C-suite “doesn’t get it.” They get it, alright. But compared with spending a dollar on opening a new plant or hiring a new salesperson, our pitches for budget and staffing for blogger relations and social media are still falling on deaf ears — because we can’t demonstrate and measure the value of the investment well enough yet.
Here’s the executive summary of the report:
- The Internet continues to be the MOST influentialand important source of business information for C-Level Executives around the world
- Before starting the work day, C-Level Executives prefer to access the web rather than read the newspaper
- Seven in 10 C-Level Executives believe the web is the MOST important source for business information
- The majority of C-Level Executive media consumption is on the web
- More than two in 5 C-Level Executives believe the web contains the MOST informative advertising
- Senior Executives are increasingly utilizing the web to find information and shop.
- Senior Executives are researching their competitors and industry trends online on a daily basis
Here’s a link to the PDF of the full report.
Thanks to Sally Falkow for pointing out the study.
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