Readership trends that writers need to know about

July 26, 2000 - Media Intelligence 2000, a recent study published by Fairfield Research (Lincoln, NE), reveals interesting readership trends in both consumer and b-to-b publications:

The increased reading time of b-to-b titles has been a continuing trend since 1995, with annual growth around 25 percent. Currently, 69.7 million adults read b-to-b titles on a daily basis, devoting an average of 40 minutes per day. "A lot of that has to do with the financial markets and the interest and level of understanding the consumer is getting with regard to financial markets," noted the CEO of Fairfield Research, Gary Gabelhouse.

The two highest demographic categories account for close to half of the overall readership:

Also revealed in the report is that newspaper and book reading is on the increase, and while overall time spent on the Internet showed no movement in either direction, more time with b-to-b's was noted.