Project Flowerpot Quantitative Survey Results

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Periodical Publishers Association Business
Magazines Marketing
Presented by
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Background and objectives

• The Periodical Publishers Association (PPA)
  commissioned BJM to conduct research into the
  usage of and attitudes towards business
  magazines.
• This research was carried out amongst 200 key
  industry advertisers, and investigated the value
  of business magazines both as an advertising
  vehicle and as an information provider from the
  readers perspective

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Research objectives

• Readers perspective
• To measure the readership of business magazines
• To establish reasons for reading business
  magazines
• To highlight and measure the unique advantages of
  business magazines
• Advertisers perspective
• To examine which magazines are used
• To investigate how business magazines fit within
  the advertisers media mix
• To establish reasons for advertising in business
  magazines
• To highlight and measure the advantages that
  business magazines have

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Research design

• Methodology The research consisted of 200
  interviews across 21 business markets in the
  UK. These were the top markets in terms of
  advertising volume, according to AC Nielson
  MMS data.
• Sample Respondents were screened to ensure that
  they had responsibility for choosing where
  their companys products/ services were
  marketed.
• Fieldwork Interviews were conducted by
  telephone between 6th-17th November 2000,
  using Computer Aided Telephone Interviewing
  (CATI) at BJMs central telephone unit in
  London.

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Readers perspective
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Sources used to keep up-to-date with industry
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Single most useful source
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Number of listed business/professional titles
read regularly
Average 4.33 magazines
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Exhibition/Conference attendance
Attended at least one in past 12 months
Not attended in the past 12 months
10
Attitudes towards business magazines - 1
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Attitudes towards business magazines - 2
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Advertisers perspective
13
Media used for B2B marketing - 1
14
Media used for B2B marketing - 2
15
Use of Exhibitions/Conferences for marketing
Used at least once in the past 4 years
Not used in past 4 years
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Media characteristics evaluation

• I would like to get your opinion of just 5 types
  of media which can be used to market or promote
  your company or its products.
• Business or professional magazines
• Direct mail
• National newspapers
• The Internet
• Conferences/Exhibitions
• Now I am going to read out a list of statements
  can you tell which of those media it applies to
  most. So which of the media would you say is

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Media Characteristics - summary
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Media Characteristics - summary
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Provides the most suitable environment for my
advertising
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Used most by my industry formarketing product /
services
21
Best at raising profile of my company / products
in the industry
22
I find the easiest to use
23
Best at enhancing the image of my company /
products
24
Generates the most interest among colleagues and
customers
25
Most effective at reaching my target audience
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Is generally ignored by customers
27
Least effective at reaching my target audience
28
Best value for money
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Attitudes towards business magazines as a
marketing medium - 1
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Attitudes towards business magazines as a
marketing medium - 2
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Attitudes towards business magazines as a
marketing medium - 3
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Advertising Spend
Average 1,233,000
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Future advertising spend
34
Size of company
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Job description