Do people still read white papers? That was a question someone posed to me recently.
They argued that senior decision-makers in end-user organisations don't have time to read whitepapers. Meanwhile IT managers and tech specialists don't read them because they already have a reasonably good grip on what's going on in their technology space.
I'm not sure I entirely agree. Absolutely, any IT vendor who believes traditional whitepapers are read by senior decision-makers in end-user companies is surely dreaming.
But I know plenty of people in IT departments who will gobble up information from a whitepaper if it's on a subject they're interested in but don't know a lot about.
(What do I mean by traditional whitepapers? Well, that's probably a topic for another post - not least because I have to go out now. Hope everyone in the UK is having a great bank holiday!)