And as 56 Publication from 7 market segments participated in this study, Canadian Business Publisher seem to care about their user ... and we can learn from it (if we want).
From the results
Which Information Sources are very Useful (2010 all sectors)
76 % - the Internet
67 % - specialized Business Publications
67 % - Trade Shows
56 % - Conventions / Seminars
51 % - Salespeople
36 % - Direct Mail
32 % - Business Directories
31 % - General Business Publications
30 % - Daily Newspapers
21 % - Specialty Television
19 % - News Magazines
18 % - Network Television
18 % - Radio
17 % - General Interest Consumer Magazines
See how this developed over time
The study gives a detailed breakdown of the role of Information Source in seven different Market Sector, including some not expected to be information technology addicts. Even so the IT&C segment gives (naturally) the Internet the highest mark for usefulness (90%) other segments quickly adapting the Internet as their leading business information source. The last two columns 'business publication' in the following chart make it easy to compare the Internet & Trade Publication role.
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Of course the situation might be different for each country, each region - a quite educational report for business publishers where ever they are.
See the full report 'Starch Information Sources Study 1996 - 2010 (40 pg., PDF)