Studies examine 'C-level' mindset; Doremus classifies top brass by type; Forbes.com finds execs devoted to the Web.(Brief Article)

B to B, April, 2002 by Callahan, Sean

CXOs. Top management. The C-level. No matter what label you slap on it, the executive suite has become an increasingly important b-to-b marketing target as technology has made businesses more integrated, requiring that more decisions come from the top.

The difficulty is buying the right media to reach this elusive target. Two new studies shed some light on reaching the C-level target.

Both Omincom Group's Doremus Advertising and Forbes.com have recently released research about the media habits of CEOs and other top executives.

Surprising lack of reliance

Doremus surveyed 351 executives for the report, called ``C6,'' and discovered much about the media use of these business leaders. One of the key findings of the report, said Jeff...

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