Nine Out of Every 10 Doctors Prefer Print

No matter what sector or industry you are in, this is a great study to sell the value of print advertising. The study—"What Doctors Think"—documents how physicians prefer to receive their professional information, and magazines top of their list. The study has implications beyond just medical magazines because of the importance and prestige doctors have. The study, with 231 physicians responding, also covered a variety of other perceptions doctors have on the media that serve them.

Use it on a call.

Talk about the importance physicians play in our society. Talk about how, unlike almost any other profession, the information they receive will impact life or death decisions. Then show them the chart. When information absolutely must be accurate and trusted, magazines deliver.

There is another reason to use this study. On April 4th I posted on the just released MediaVest study that measured the amount of trust consumers felt for different media in four major categories. In the fashion, food, and entertainment fields, magazines were found to be most trusted, but in health and wellness onlline sources were tops. Michael Turro posted a comment raising the concern that had print fallen behind with readers in the only category "that could kill them." Cheer up print reps! You can now use this study in conjunction with the MediaVest study. While consumers may find online media in the health and wellness field more trustworthy than print, doctors do not agree.

Download the entire "What Doctors Think" study here ...

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By Josh Gordon -- Josh Gordon is president of Smarter Media Sales.com where he works with publishers to maximize their online and print revenue through training, consulting, and representation.

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