BusinessWeek

C-Level Solutions Survey

BusinessWeek Research Services has found that senior executives are bullish on the stock market and their corporate revenues over the next 12 months and that they rely on business magazines and the Internet for strategic planning initiatives. However, business leaders use these two types of media in different ways. C-levels depend on the Web for data about their competition as well as their own firms, whereas business magazines provide more of a "big picture" approach for industry news and strategies to drive sales.

But even with their dependence on the Internet, senior executives place a higher level of importance on business magazines when it comes to advertising. When asked how much value they placed in advertising presented in each type of media, business magazines garnered the most praise and ranked 19% higher than the Internet.

Read the full 2009 C-Level Solutions Survey (PDF)

Research highlights include:

• Rebound in the wings but jobs may lag: C-Level executives are bullish on corporate revenue and the stock market but think unemployment will continue to rise.
• Focusing on the bottom line: C-Level executives agree that reducing costs is a top priority for the next 12 months.
• Business magazines and the Internet dominate: C-Level executives rely on business magazines and the Internet for strategic information related to their organization.
• Business magazines and the Internet have unique advantages: For C-Level executives, business magazines are about big picture issues, while the Internet is about finding targeted information.
• Business magazines are #1 in ad value: C-Level executives ranked advertisements in business magazines as #1 for providing the most value.

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