The Value of Business Media Brands in 2015 Research by PPA Business Neil Sharman
Our sample GENDER MALE 57% FEMALE 43% AGE 30% 20% 400 responses Online questionnaire November 2015 10% Under 25 25 to 34 35 to 44 45 to 54 55 to 64 65 plus
LOCATION 3% 1% 10% 2% 5% 2% 8% 4% 10% 10% 19% Elsewhere in Europe 8%
BUSINESS ENGINEERING / CONSTRUCTION FINANCE MARKETING / CREATIVE LAW HEALTHCARE ENERGY LOCAL GEVERNMENT UTILITIES ARCHITECTURE MARITIME FOOD AND DRINK HUMAN RESOURCES RETAIL FARMING / HORTICULTURE AUTOMOTIVE AEROSPACE OTHER
JOB TITLE DIRECTOR & ABOVE 29% SENIOR / MID MANAGER 53% JUNIOR MANAGER 14% INCOME 20k 40k 60k 80k 100k 120k 140k 13% EARN OVER 100k vs. 1% NATIONAL AVERAGE
DEVICES 98% DESKTOP OWNERSHIP 87% SMARTPHONE OWNERSHIP 59% TABLET OWNERSHIP
Regular readership: Print vs. Online 76% PRINT *regular = 1 out of every 2 issues for Print, at least once per fortnight for Online
Regular readership: Print vs. Online 76% PRINT 87% ONLINE *regular = 1 out of every 2 issues for Print, at least once per fortnight for Online
Regular readership: Print vs. Online 52% 2+ 76% PRINT 67% 2+ 87% ONLINE *regular = 1 out of every 2 issues for Print, at least once per fortnight for Online
Print readership: Regular vs. Occasional 52% 2+ 76% PRINT (REGULAR) 49% 2+ 70% PRINT (OCCASIONAL) *regular = 1 out of every 2 issues, occasional = less often than 1 out of every 2 issues
Print readership: Regular vs. Occasional 2+ 52% 76% PRINT (REGULAR) 49% 2+ 70% 77% receive a print Business Media title addressed to them personally PRINT (OCCASIONAL) *regular = 1 out of every 2 issues, occasional = less often than 1 out of every 2 issues
Online readership: Regular vs. Occasional 67% 2+ 87% ONLINE (REGULAR) 60% 2+ 81% ONLINE (OCCASIONAL) *regular = at least once per fortnight, occasional = less than once per fortnight
Smartphone apps 36% of those with a smartphone had downloaded a Business Media app.
Smartphone apps 36% of those with a smartphone had downloaded a Business Media app. popular with under 35 year olds but also popular in the boardroom
Smartphone apps 36% of those with a smartphone had downloaded a Business Media app. complementary to reading the content in print, on the web, in email newsletters
Smartphone apps 36% 27% of those with a smartphone had downloaded a Business Media app. of people who downloaded one use it every day.
Smartphone apps 36% 27% 77% of those with a smartphone had downloaded a Business Media app. of people who downloaded one use it every day. of them use it at least once a fortnight (only 2% never use it).
Social Media 78% are using social media 51% are following Business Media titles or their journalists
Email newsletters
The always on society: I read Business Media in the evening at the weekend on holiday
The always on society: I read Business Media 61% in the evening at the weekend on holiday
The always on society: I read Business Media 61% 44% in the evening at the weekend on holiday
The always on society: I read Business Media 61% 44% 20% in the evening at the weekend on holiday
The always on society: I read Business Media 61% 44% 20% in the evening at the weekend on holiday (and only 28% don t do any of these)
Business Media events 42% attended a Business Media related event in the last year
Business Media events 42% 55% formal conference 55% exhibition 40% workshops 22% awards ceremony 9% other
Business Media events 15% have won a Business Media award 55% formal conference 55% exhibition 40% workshops 22% awards ceremony 9% other
Business Media events 15% two fifths three fifths have won a Business Media award said it had given their career a boost said it benefited the company s bottom line
awareness pride credibility commissions visibility Winning an award gave me reputation access publicity recognition confidence encouragement progression self-esteem
% agreeing: information via the following sources helps you personally in your career Business Media websites Business Media magazines / journals Exhibition Business Media email newsletters 83% 82% 65% 64% News Magazines e.g. the Economist National Newspapers National Newspaper websites Events by Business Media companies 58% 58% 56% 53% News Magazine websites TV Business Media social media feeds Radio 53% 48% 43% 41% Regional Newspapers Regional Newspaper websites Business Media apps Posters / Billboards 41% 35% 32% 26%
% agreeing: have acted on information via the following sources to help employer make money or save money Business Media magazines / journals Business Media websites Exhibition Business Media email newsletters 71% 70% 60% 60% Events by Business Media companies News Magazine websites News Magazines e.g. the Economist National Newspaper websites 47% 44% 42% 39% National Newspapers Business Media social media feeds TV Radio 39% 37% 34% 31% Regional Newspapers Regional Newspaper websites Business Media apps Posters / Billboards 29% 28% 27% 23%
Encouragement 70% I insist on or at least encourage members of my team to use Business Media
Encouragement 47% Boss insists or at least encourages members of team to use Business Media
Encouragement 80% I'd encourage my colleagues to use Business Media
Encouragement 83% I'd encourage anyone starting out in my industry to use Business Media
Getting ahead or keeping up In my industry you'd soon be lost if you didn't use Business Media 58% Using Business Media keeps me on top of things at work I expect the most successful people in my industry use Business Media Business Media often carry content relevant to my job or my interests I expect that the most ambitious people in my industry use Business Media 84% 85% 86% 87% 0% 20% 40% 60% 80% 100%
A two-way conversation 37% I've written an article or articles for Business Media
A two-way conversation 36% I've been quoted in Business Media in my industry
A two-way conversation 38% I have commented on an article on a Business Media website
A two-way conversation 41% I've contacted / been contacted by a Business Media journalist or columnist
Fast and slow reading 67% I often check Business Media websites for breaking news 71% I like to take my time reading Business Media 62% Refer to a Business Media website for something I've read in printed edition
Business Media fuels conversation 71% I often show Business Media magazine content to colleagues and/or clients
Business Media fuels conversation 57% Colleagues and/or clients often show Business Media magazine content to me
Business Media fuels conversation 56% I often email Business Media website content to colleagues and/or clients
Business Media fuels conversation 50% Colleagues and/or clients often email Business Media website content to me
Business Media fuels conversation 34% I often share Business Media website content on social media (Twitter, LinkedIn, Facebook etc.)
Business Media fuels conversation 38% Colleagues / clients often share Business Media content on social media
Business Media (and advertising): a call to action 38% I've attended a meeting called specifically because of some content in Business Media
Business Media (and advertising): a call to action 38% 30% 47% 33% I've attended a meeting called specifically because of some content in Business Media I've made big purchasing decisions based on what I've seen in Business Media The advertising in Business Media is well worth paying attention to The advertising in Business Media has caused me to buy something on behalf of the business
Decision on last supplier made because 0% 10% 20% 30% 40% 50%
Decision on last supplier made because 42% They emailed to introduce themselves 0% 10% 20% 30% 40% 50%
Decision on last supplier made because 35% Read about them in Business Media 0% 10% 20% 30% 40% 50%
Decision on last supplier made because 0% 10% 20% 30% 40% 50% 32% They had a stand at an event you attended
Decision on last supplier made because 28% You Googled the company in question 0% 10% 20% 30% 40% 50%
Decision on last supplier made because 0% 10% 20% 30% 40% 50% 24% They sent you a mail shot
Decision on last supplier made because 22% They made a phone introduction 0% 10% 20% 30% 40% 50%
Decision on last supplier made because 0% 10% 20% 30% 40% 50% 21% They presented at a conference you attended
Decision on last supplier made because 20% Saw their ad in Business Media 0% 10% 20% 30% 40% 50%
Decision on last supplier made because 0% 10% 20% 30% 40% 50% 18% They invited you to an event
Decision on last supplier made because 16% Read about them in non Bus. Media 0% 10% 20% 30% 40% 50%
Decision on last supplier made because 0% 10% 20% 30% 40% 50% 16% They Linked-in to you
Decision on last supplier made because 13% Saw / followed them on social media 0% 10% 20% 30% 40% 50%
Decision on last supplier made because 0% 10% 20% 30% 40% 50% 12% your former colleague went there
Decision on last supplier made because 12% you checked trade press about them 0% 10% 20% 30% 40% 50%
Decision on last supplier made because 0% 10% 20% 30% 40% 50% 8% Saw sponsored awards / event
Decision on last supplier made because 8% Saw their ads in non Bus. Media 0% 10% 20% 30% 40% 50%
Decision on last supplier made because 0% 10% 20% 30% 40% 50%
What Business Media offers Finger on the pulse Fuels conversation See the bigger picture Inspiration / thought leadership Win respect Make decisions / win pitches
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