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The State of the White Paper, 2004 

The Web is awash in a rising tide of white papers.

In fact, today Google turns up almost 600% more hits for "white papers" than when we began our research in 2001.

That's just one intriguing finding in our third annual research report. This report sums up all the latest research on white papers: who reads them, who writes them, and why vendors publish them.

This report is packed with useful observations and practical advice to help you create white papers that stand out from the crowd... white papers that truly engage your target audience.

Our research is being used at major institutions such as John Hopkins University Applied Physics Laboratory and San Francisco State University. Now you can access it with one click of your mouse.

And if you need help planning, writing or revising your next white paper, give us a call at (705) 842-2428 Eastern: we'll be happy to help!


2004 research report cover
Click cover to download
Executive Summary
(64K PDF)



     Executive Summary
  • 1-page summary of research
  • working definition of "white paper"
  • observations on current white paper format and content
  • six key success factors

  • recommendation:
    don't label your document a
    "white paper"; find a more precise name
2004 research report cover
Click cover to download
full Research Report
(138K PDF)


     Full Research Report
  • 10-page complete report
  • full details on all of the above
  • completely updated for 2004
  • white papers and your
    sales cycle
  • skills required to write white papers
  • the end of the white paper?

  • recommendation:
    if you want mindshare, don't make people register for your white paper


How to Contact Us
  
Last updated:
August 4, 2004

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by Gordon Graham
& Manuel Gordon

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  How to reach Gordon Graham

Tel: (705) 842-2428 Eastern

Email: gordon@gordonandgordon.com
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How to reach Manuel Gordon

Tel: (514) 934-3274

Fax: (514) 934-6077

Email: manuel@gordonandgordon.com