Executives value trade journals as an aid to orientation in their day-to-day work. Almost half of all respondents invest an hour a week in reading trade media, according to a statement by the Swiss Media Association. Trade journals also play a key role as a source of information when making major investment decisions. More than half of the participants testify that trade journals are good at communicating innovations, trends and market developments. Advertising in trade and specialty media is highly regarded. Readers find the advertisements useful and informative. Around 1000 decision-makers took part in the survey.