Advertising Professionals Seek Greater Access to Trade Publications. The Myers Report

The findings highlighted a concerning trend: satisfaction with access to trade publication subscriptions ranked last among all attributes evaluated in the survey. This low ranking signals a pressing need for industry-wide action to improve the availability of information resources.

This report assesses the findings, providing detailed comparisons across cohort groups defined by years of experience, company size, and professional roles. It concludes with recommendations to address the evident gaps in satisfaction and opportunities for improvement.

Key Findings

1. Overall Satisfaction Levels (Top Two Box Scores):
   • Across all respondents, 48% reported being satisfied with the availability of trade publications and other resources provided by their employer.
   • This result reflects a significant opportunity for improvement, as it falls to the bottom of the satisfaction rankings.
2. Comparisons by Years in the Industry:
   • 58% of professionals with 2 years or less in the industry expressed satisfaction, significantly higher than other groups.
   • Satisfaction drops to 45% for those with 3-7 years of experience, 44% for 8-14 years, and increases slightly to 47% for those with 15+ years of experience.
   • These findings suggest a decline in satisfaction as professionals advance in their careers, indicating either a possible gap in resources provided to more experienced employees or less interest in trade publications among younger employees.
3. Comparisons by Company Size:
   • Satisfaction is highest among respondents working for 1-99 employees (66%) but drops sharply to 53% for those in companies with 100-999 employees.
   • Large organizations with 5,000-20K employees and 20K+ employees show the lowest satisfaction levels at 45% and 44%, respectively.
   • These results suggest that smaller companies are more effective at providing access to trade publications, while larger companies may need to re-evaluate their strategies for supporting employee knowledge and development.
4. Comparisons by Professional Role:
   • 61% of brand marketers expressed satisfaction with their access to industry publications, significantly higher than other groups.
   • In contrast, only 43% of professionals in national media planning agencies reported satisfaction, along with 45% in agencies overall.
   • Professionals in data/insights or analytics roles also reported low satisfaction levels (47%), indicating a need to tailor resources for these specialized roles.

Analysis and Implications

The findings underscore a critical gap in the advertising and media industry’s efforts to provide employees with access to relevant trade publications and resources. The decline in satisfaction among experienced professionals and employees at larger organizations raises concerns about the sustainability of knowledge development and professional growth in the industry.

The disparity between brand marketers and agency professionals further suggests that agencies may not be allocating sufficient resources to keep their employees informed, potentially undermining their ability to offer competitive services. This is particularly concerning given the rapid changes in the industry and the increasing need for up-to-date knowledge.

Additionally, the lowest satisfaction rates among large organizations (20K+ employees) reflect structural challenges in delivering resources effectively across complex, hierarchical environments. This could negatively impact employee engagement, retention, and performance over time.

Recommendations for Industry-Wide Action

1. Audit and Expand Resource Access Across All Company Sizes:
   • Large organizations should conduct internal audits to identify bottlenecks in funding and delivering trade publications and educational resources. Streamlining access through centralized platforms or subscriptions can enhance satisfaction.
2. Customized Resource Packages for Agency Professionals:
   • Agencies, particularly those specializing in national media planning and analytics, should explore partnerships with trade publications to offer customized access tailored to the specific needs of their workforce.
3. Invest in Mid-Career Development:
   • The drop in satisfaction among professionals with 3-14 years of experience indicates a need for targeted support for mid-career employees. Programs that offer continued access to advanced industry insights can help bridge this gap.
4. Benchmarking Against Smaller Companies:
   • Larger firms should benchmark their strategies against smaller companies that have achieved higher satisfaction rates. Identifying best practices, such as personalized content delivery, could enhance resource accessibility.
5. Promote Knowledge-Sharing Cultures:
   • Organizations can foster workplace cultures that encourage employees to share insights from trade publications through internal forums, newsletters, or discussion groups, thereby amplifying the value of the resources provided.

The Myers Report July 2024 survey reveals a significant opportunity for the advertising and media industry to improve employee access to trade publications and resources. Condensed summary publications that aggregate trade publication content may prove to underserve the need and demand for direct access. Satisfaction with this attribute ranks lowest across more than 30 industry metrics, indicating a pressing need for action. Addressing these gaps through targeted strategies, especially for mid-career professionals, larger organizations, and agency employees, will not only enhance employee satisfaction but also contribute to the long-term growth and competitiveness of the industry.