Suppliers are now using an average of seven different media to generate sales leads (Source: Chilton Manufacturing Group):

• Trade publication advertising (95.4%)
• Trade show exhibits (86%)
• Directory/reference book advertising (83.9%)
• Press release/publicity (83.3%)
• Direct mail (68.1%)
• Supplier's own home page on the Internet (56.5%)
• "Literature Review" publications (50.2%)
• Newsletters for customers/prospects (41.6%)
• Direct response postcards (35.9%)
• Telesales/telemarketing reps (30.1%)
• Sponsored seminars/meetings (24.3%)
• Supplier's own CD-ROM or floppy disk (15.5%)
• Promotion on 3rd party's CD-ROM or disk (11.9%)
• Sponsored audio or videotapes (9.1%)
• Advertising on a computer on-line service (6.7%)

Although print advertising in trade publications is generally seen as most effective and the most used, each of these media has its advantages and disadvantages. It is important to know that each of these media work more effectively when combined with print advertising -- and print advertising works better when combined with other marketing media.

Below is the response from marketers and agencies regarding the effectiveness of the different media that lead to Sales (Source: PRO Reports, Beta Research):