Magazines Canada Releases Business Media Buyer Research

Toronto, ON (September 11, 2018) – A new market research study of Canadian B2B publications conducted by RKI for Magazines Canada found that, regardless of medium, business media content is highly valued and trusted by their audiences. The business media readership is highly engaged, has decision-making power and purchasing influence, and has great confidence in the content of B2B media.

The study shows that business media magazines are read by senior people in the industries which they cover, the majority of whom are buyers/purchase influencers. Their audiences trust what they read, and overwhelmingly rely on B2B media to find new trends as well as new products and services. High levels of audience trust and the ability to reach decision makers is also beneficial for advertisers, and the research makes a strong business case for advertising in Canadian B2B magazines.

“The central role played by B2B media is not surprising,” explains Magazines Canada Board Chair Scott Jamieson. “For example, it’s no surprise that learning about new products and technology is the number one reason business leaders read Canadian business media. However, the increasing number of people involved in B2B purchase decisions was eye-opening, as was the key role played by younger B2B audience members. The massive response rate allows us to really delve into how businesses make buying decisions, where they get the information to support those decisions, and how all of that differs with company size or demographics. Regardless, B2B media in all forms plays a central role.”

Business media readers were surveyed from January to March 2018. Information was obtained from 6,753 print, digital and enews subscribers of over 70 B2B magazines.

Key Findings from the Research

  • Readership engagement: Almost all (99%) of survey respondents read their B2B magazines, with 86% reading their magazines regularly or always, and 70% reading all or most of the issues.
  • Readership by platform: There is almost an even split here, with 37% of survey respondents reading both print and digital copies of their B2B magazines, 34% reading digital only, and 29% reading print only. This suggests that integrated, multi-platform strategies are key to reaching the total B2B audience.
  • Buyers and purchasing influence: Ninety-two percent of survey respondents have purchasing influence, with almost 2 in 3 (62%) involved in a buy over $250,000 in the last two years. Even in small companies, 45% of readers have been involved in a $250,000 buy.
  • Decision-makers by platform: Print readers are 49% more likely to be the sole or final decision maker. The print magazine audience contains 68% more senior management. However, 55% of millennials were involved in purchases over $250,000 in the past two years, and they tend to be B2B digital readers.
  • Valued content: Ninety-six percent of survey respondents read to learn about new products and services, and 75% believe B2B magazines are the best place to read about industry best practices—above colleagues or trade shows.
  • Trust and credibility: Ninety-five percent of survey respondents say that B2B magazines are “a trusted voice in the industry,” and 85% are more likely to investigate a product or service they read about in a magazine. Almost half (45%) say B2B magazines are the first place they’d go to learn about a new product.

Magazines Canada members can read the Business Media and B2B Buyers study by logging in to the Magazines Canada website at (If you are a Magazines Canada member, but don’t have a login, contact Member Services and Events Coordinator Kiley Pole at to gain access.)

The Business Media and B2B Buyers study was commissioned by Magazines Canada and conducted by RKI (Research + Knowledge = Insight). The research was made possible with the support of Ontario Creates.

Ontario Creates / Ontario Créatif

For more information:

Evan Dickson
Director, Member Services and Development
Magazines Canada


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