For years "they" have been telling us that the next generation is going to heck in a handbasket. This includes a serious decline in the nobler pursuits, including marriage, lifetime careers, and reading.| 1. | Stephanie Tilton | my website | Tue Feb 23, 2010 @ 04:36AM |
Kate, thanks for the reminder that we need to start considering how content will be consumed differently going forward. I would imagine that's why we're seeing such an uptick in video and audio versions of white papers.
That said, I also heard recently about a study showing that people still enjoy picking up a book or magazine because it's such a welcome break from the glare of the cold screen.
For what it's worth, a couple of studies in 2009 seem to indicate that the 10-page white paper is no longer the norm. In February 2009, InformationWeek Business Technology Network published a report entitled "How to Maximize the Use of White Papers In Your B2B Marketing and Sales Process." http://createyournextcustomer.techweb.com/2009/03/white-paper-research/
Of 542 professional IT buyers surveyed, 86% preferred white papers under 10 pages, with 50% wanting even shorter ones at under 5 pages.
More recently, Eccolo Media published the B2B Technology Collateral Survey Report http://www.eccolomedia.com/2009surveyreport.php
Of 501 responsible for either making B2B technology purchases or influencing purchasing decisions in U.S.-based companies, the majority of respondents (65%) felt six pages or less to be the ideal number.
Best,
Stephanie
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