How Food and Beverage Industry Professionals Consume Media

Industry professionals seek pertinent information for solutions and reward media that fulfill specific needs.

By Larry Bagan, Publisher

2 of 2 1 | 2 > View on one page was accessed by 74 percent of survey respondents. Twenty percent of food & beverage industry professionals cite the use of YouTube for business purposes (the first time YouTube was included in the survey). Roughly one-third of food & beverage industry processors continue to block the use of social media at their companies.

What about QR codes? They made their debut within the 2012 Media Consumption Study with 7 percent of respondents reporting usage. This year's study reports that 11 percent of food & beverage industry professionals currently use the "square mazes." We'll let you draw your own conclusions.

Most important sources for vendor selection

Unlike most of the other questions asked within the 2013 Media Consumption Study, respondents to the following were instructed to select a single, most important source, rather than to select all sources used. Here are the results, none of which has changed in ranking since the first Media Consumption Study was conducted back in 2008:The single most important source for staying current with technologies, products and vendors is print magazines, by almost a 3 to 1 margin over search engines. When it comes to obtaining information or specifications, search engines are cited by about a 2 to 1 margin over print magazines. As for confirming/validating purchasing decisions, 6 percentage points separate search engines, print magazines and vendor sales/account reps overall – with each being the leading source within at least one age group.

What does this all mean?

The Media Consumption Study indicates industry professionals use print and digital media often, over five hours per week, but for different primary purposes – print media for new ideas and the development of "short lists" of potential vendors, and digital media for research/due diligence.

We often hear the following phrases, representing two different spectrums of thought: "The more things change, the more things remain the same," or "Change is a constant." We at Food Processing take a varying viewpoint, one that "change can occur at any time." It is for this reason that Food Processing continues its investment in research for the food & beverage industry. Research that includes but is not limited to: The Top 100 Food & Beverage Companies, the annual Salary Survey, Manufacturing Trends Survey and our Capital Spending Report, etc. These research studies help us provide you with the most accurate and updated industry information available.

Regardless of what the future may hold, you may be assured of the following: Food Processing will continue to provide you, our loyal readers (average subscriber tenure 8.1 years), with the most accurate and empowering editorial content. Content provided in your most preferred formats of delivery, whatever those formats may be – present and future. Could those be the reasons that Food Processing is one of a few, if not the only, B2B franchises that can claim last month's (August) print magazine was our largest since 2001, while our digital products register a record year?

Thank you for all that you do, and for your continued readership and support of the Food Processing franchise!

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