How influential is B2B online media?

From: AOP (The Association of Online Publishers)
Published: Wed Mar 23 2005

The Association of Online Publishers (AOP) is soon to release findings of its first major piece of research into the role of B2B online media (i.e. trade websites) in the lives of business decision makers.

According to Alex White, Director of AOP, the research has been designed to uncover the relationship between quality branded B2B websites and business decision makers. She says: "This will be the first piece of industry research that focuses on the growing importance of the web as a medium for delivering high-quality business content, and the value this is establishing among the business community."

The project, which is being undertaken by research experts Ipsos-RSL on behalf of AOP, has been approached in two stages. Firstly, a series of in-depth telephone interviews with strategic planning agencies examined agency attitudes to B2B online. It was designed to uncover agency perceptions of the medium’s strengths and weaknesses, and the barriers to including b2b online in the planning schedule.

Secondly, more than 300 telephone interviews with business decision makers investigated their usage of, and attitudes towards, B2B websites, and the role these play in influencing purchasing decisions.

Representatives from Emap, Faversham House Group,, IDG Communications, Reed Business Information and VNU Business Publications have worked together on the project.

AOP will also be releasing the results of its 2005 AOP Census, an annual benchmarking study that looks at turnover, traffic, business models, staffing and trends, in April 2005.

Editor’s notes
About the AOP

The UK Association of Online Publishers (AOP) is an industry body representing online publishing companies that create original, branded, quality content. AOP champions the interests of approximately 160 publishing companies from diverse backgrounds including newspaper and magazine publishing, TV and radio broadcasting, and pure online media. Together they publish around 1,150 products and attract more than five billion page impressions per month.

AOP presents a unified voice to industry and Government, specifically to address issues and concerns relating to all areas of online publishing. AOP publishes original research, hosts forums, conferences and events, covering a range of topics from paid-for-content, subscription models and data protection, through to copyright, content management, new technologies and audience measurement.

Last year AOP produced the highly acclaimed research ‘Reaching the Online Elite’ and every year it delivers the annual member benchmarking study, the ‘AOP Census’. This year AOP will add to its original research with two new studies.

The AOP autumn Online Publishing Conference & Awards is its annual industry event. It attracts the biggest names in online publishing to discuss the challenges and opportunities facing the industry and celebrate outstanding achievement.

Members include Associated New Media, BBC, BSkyB, Capital Radio Group, Channel 4, Dennis Interactive, The Economist Group, Emap,, Future Publishing, Guardian Unlimited, Haymarket Publishing, Independent Digital, IPC Media, ITV Online, News International, Reed Business Information, Telegraph Group Limited and Which?. In addition, PPAi (Periodical Publishers Association Interactive) retains a corporate seat on AOP board: representing the interests of magazine publishers online.


Katy Howell
immediate future Ltd.
0845 408 2031

Company: AOP (The Association of Online Publishers)
Contact Name: Katy Howell
Contact Email:
Contact Phone: 0845 408 2031

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