Trade Publication Ads Continue to Prove a Smart Investment
–Generated $110.2 billion of B2B sales in 2000.
–Delivered an estimated 12:1 Return on Investment for advertisers.
March 26, 2001: According to an independent study conducted by Fairfield Research, Inc., 18 million workers regularly made corporate purchases based on seeing an ad run in a trade publication. Those corporate purchases generated $110.2 billion in sales revenue for trade publication advertisers in 2000.
…Fairfield CEO, Gary Gabelhouse…[said] “We have basically quantified the economic value of GNP of trade publication advertising in the year 2000 at $110.2 billion. Knowing that, and by factoring in industry figures on advertising revenues we estimate the return on investment (ROI) of trade publication advertising in 2000 to be about twelve-to-one. On average, advertisers in 2000 realized an estimated twelve dollars in B2B sales for every dollar they invested in trade publication advertising.”