A number of trade magazines saw significant turnover growth last year despite advances in digital media technologies, BtoB revealed this week. John Obrecht, editor of the online magazine for marketing and business strategists, quoted the statistics from IMS’ The Auditor to explain how print media is undergoing a dramatic overhaul in focus and target audience.

According to the statistics, trade magazines including the Hollywood Reporter and Progressive Grocer saw more than a ten per cent increase last year – while international publications such as The Wall Street Journal have been busy investing more cash into their print presence.

Print was also a major talking point at the American Business Media (ABM) Annual Conference in Florida, where survey results showed that a huge 96 per cent of media users turn to print sources for industry-related news – matching that of digital media users, with a large amount of overlap.

President and CEO of ABM, Clark Pettit, commented on print’s newfound role in media, highlighting print’s importance as a statement of brand authority, and adding: “The role of print in an integrated media business has transformed… It is a critical part of the mix and, properly managed from a cost basis, it enables the other profitable growth businesses to have the validation and support that positions them to win.”