The C-Level Isn’t Reading Newspapers Anymore: They’re on the Web

There’s a fascinating study that came out from Forbes.com and Gartner about the media habits of C-level executives. The key takeaway: the C-level gets more of its information from the web than from traditional media.

This blows apart the argument regarding online media relations and blogger relations that the C-suite “doesn’t get it.” They get it, alright. But compared with spending a dollar on opening a new plant or hiring a new salesperson, our pitches for budget and staffing for blogger relations and social media are still falling on deaf ears — because we can’t demonstrate and measure the value of the investment well enough yet.

Here’s the executive summary of the report:

• The Internet continues to be the MOST influentialand important source of business information for C-Level Executives around the world


• Before starting the work day, C-Level Executives prefer to access the web rather than read the newspaper


• Seven in 10 C-Level Executives believe the web is the MOST important source for business information


• The majority of C-Level Executive media consumption is on the web


• More than two in 5 C-Level Executives believe the web contains the MOST informative advertising


• Senior Executives are increasingly utilizing the web to find information and shop.


• Senior Executives are researching their competitors and industry trends online on a daily basis

Here’s a link to the PDF of the full report.

Thanks to Sally Falkow for pointing out the study.