The readership analysis decision-makers LAE 2014

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1 The readership analysis decision-makers LAE 2014

2 LAE 2014 THE MOST IMPORTANT SURVEY FOR B2B-COMMUNICATION exclusive. target groups exclusive source of intelligence exclusive media. Exclusive target groups Concentration on the target group of real decision-makers in business and government. Exclusive source of intelligence Only market media survey describing in detail decision-making processes in companies and b2b markets Exclusive media Concentration on the print and online media which are of relevance for decision-makers, with strict criteria to regulate inclusion of titles. 2

3 LAE 2014 WHAT IS NEW? New questions new definitions. Definition of management executives Raising of personal net monthly income from 3,100 to 3,200. General reading behaviour Do you prefer to read longer texts in print or does not make any difference for you? Smartphone/ Tablet-PC Business Reading Social Media 3

4 CHANGES IN THE LAE Printmedia Börse Online is no longer surveyed in the LAE online sites no changes Smartphone-Apps new: Manager Magazin, WirtschaftsWoche, Handwerk Magazin Tablet-Apps new: Der Handel, Handwerk Magazin 4

5 THE READERSHIP ANALYSIS DECISIONS-MAKERS 2014 LAE 2014 offers detailed insights into employees, companies, investments and media Lifestyle / fashion / travel media usage / Print / Online / Apps occupational groups / positions / management functions / decision-making powers company information / sectors / turnover / employees Private investments / health insurance Sustainability / Corporate Social Responsibility LAE 2014 financial planning / investments investment financing / leasing office communications / IT / office furniture transport/logistics / transport / logistics /hybrid technology Industry / Production / Energy/ R&D / Construction business travel / trade fairs / congresses / seminars / further education 5

6 DECISION-MAKERS A TOP TARGET GROUP one in two people in Germany are part of the working population Seven in ten working people are self-employed, salaried employees, independent professionals or civil servants One in ten of these self-employed businesspeople, independent professionals, salaried employees and civil servants belong to the LAE target group of decision-makers Base. ma 2014 Press media I 6

7 OCCUPATIONAL GROUPS IN THE LAE 2014 not everyone is a decision-maker. self-employed independent professionals Man. executives senior civil servants Only entrepreneurs with at least 6 employees All members of the independent professions with at least 1 employee Personal net monthly income of at least 3,200 from pay grade A 14 7

8 DECISION-MAKERS IN GERMANY LAE 2014 all decision-makers: 2,779 thous LAE 2013 (in thous.) LAE 2014 (in thous.) % 20.0% 17.0% 17.4% 55.7% 54.6% 8.3% 8.1% self-employed independent prof. management senior civil servants executives 8

9 THE TYPICAL DECISION-MAKER mainly male well educated affluent AGE GENDER 47.8 years men 81% 19% women UNIVERSITY ENTRANCE QUALIFICATION74% 27% GROSS YEARLY INCOME 100,000 AND ABOVE UNIVERSITY DEGREE 36% 48% PROPRIETOR/DIRECTOR * PHD/ POST-DOC 8% *Base. self-employed, independent professionals, man. executives 9

10 GUARANTEED TARGET GROUP QUALITY something no other survey offers. 1 Strict criteria for the selection of respondents 2 Optimum concept for respondent contact 3 In-depth control of interviews by the Mafo institute Quotas: occupational groups sectors company size income Federal states addresses: self-employed employees Best mix of CAPI Computer Assisted Personal Interviews CASI Computer Assisted Self Interviews CATI Computer Assisted Telephone Interviews quotas addresses times duration plausibilities 10

11 LAE = TOP-target groups

12 STRICT CRITERIA FOR INCLUSION OF TITLES Seal of media quality. National relevance National distribution, minimum circulation (50,000 copies) Content for decision-makers Minimum percentages of reporting on business/politics Top readership Proof of above-average use by decision-maker groups based on suitable surveys communication power Minimum circulation, general-interest magazines or national daily/weekly newspaper 12

13 MEDIA DIVERSITY IN THE LAE 2014 magaziness five weekly magaziness, nine monthly magaziness Newspapers four daily newspapers, four weekly newspapers Websites 19 online offers Smartphone Apps 15 Smartphone-Apps Tablet-Apps 18 Tablet-Apps 13

14 MEDIA DIVERSITY IN DER LAE 2014 magazines web sites Smartphone-Apps Tablet Apps Brand eins Capital Focus Money Manager Magazin WirtschaftsWoche brand-eins.de capital.de siehe Focus.de manager-magazin.de wiwo.de Capital siehe Focus Manager Magazin WirtschaftsWoche Brand eins Capital siehe Focus Manager Magazin WirtschaftsWoche Creditreform Der Handel Handwerk Magazin Impulse Markt und Mittelstand creditreform.de derhandel.de handwerk-magazin.de impulse.de marktundmittelstand.de Creditreform Handwerk Magazin Impulse Creditreform Der Handel Handwerk Magazin Impulse Cicero Focus Stern Der Spiegel cicero.de focus.de stern.de spiegel.de Focus/ Focus Online Stern Der Spiegel/Spiegel Online Cicero Focus/ Focus Online Stern Spiegel/Spiegel Online newspapers Frankfurter Allg. Zeitung Handelsblatt Süddeutsche Zeitung Die Welt total* faz.net handelsblatt.com sueddeutsche.de welt.de F.A.Z Handelsblatt Süddeutsche Zeitung Die Welt F.A.Z. / F.A.S. Handelsblatt Süddeutsche Zeitung Die Welt DIE ZEIT Frankfurter Allg. Sonntagsztg. VDI nachrichten Welt am Sonntag total* zeit.de siehe FAZ.de vdi-nachrichten.com siehe welt.de DIE ZEIT siehe F.A.Z. VDI nachrichten siehe Die Welt DIE ZEIT siehe F.A.Z. / F.A.S. VDI nachrichten siehe Die Welt *incl. Welt-Kompakt/Welt am Sonntag Kompakt 14

15 LAE = Top media

16 BEAKDOWN OF DECISION-MAKING POWERS sole decision-makers / delegate decisions decisions in a team (with colleagues) prepare decisions company management sales / marketing administration / organisation / IT finance production / logistics / materials research & development/construction 16

17 LAE = leading research study for the B-2-B planning

18 READING HABITS 100 Paper remanis most important reading source % 40% 19% 60 39% % % 43% 52% 10 0 total up to 40 years 40 up to 50 years 50 years and above prefer paper no difference Base: I prefer to read longer text on paper or no difference if paper or electronic 18

19 BUSINESS READING. Print is important for business reading Print* 87% Internet sites of magazines or newspapers 37% company internet sites 53% TV 21% *Print: political or business magazines, national dailies, trade press 19

20 SUCCESS STORY FOR THE IQ MEDIA PORTFOLIO WirtschaftsWoche highest coverage business magazine, more cost-efficient than Capital. DIE ZEIT the leader in the segment in the weekly and Sunday newspapers and also bigger than FAZ! Handelsblatt Germany s leading business and financial paper: among the TOP 3 of all LAE newspapers, higher coverage than Die Welt, more efficient than FAZ. VDI nachrichten number one newspaper for technically oriented decision-makers in the field of technical management in terms of coverage, composition scores and cost-efficiency. target group: LAE 2014 total (2,779 Tsd. decision-makers = 100%); CPM: base 1/1 4c, gross rates

21 SURVEY PROFILE Publisher LAE Readership survey of decision-makers e. V. Overall responsibility for methodology LAE 2014 Technical Committee Random sampling / Coordination Czaia Marktforschung, TECUM, Bremen Immediate Software, Bremen Processing of results ISBA Informatik Service GmbH, Hamburg Universe million. decision-makers in calculated on the base of the following sources: Mikrozensus 2012, civil service personnel 2012, company register, status as of March 30, 2013 Survey method Disproportional quota sample sample (weighted) 8,131 cases Extrapolation factor 1 interviewee stands for 342 decision-makers (2,779,000 / 8,131) Field phase wave 2013: wave 2013: Field phase (2013 / 2014) Czaia Marktforschung, Bremen / IFAK Institut, Taunussstein / MARPLAN, Offenbach a.m. / Media Markt Analysen, Frankfurt a.m. / Infratest, München 21

22 PLEASE CONTACT US International Sales iq media marketing gmbh Gerda Gavric-Hollender Kasernenstraße Düsseldorf Telefon Fax

Authors: Benjamin Schiller, Irina Heimbach, Prof. Dr. Thorsten Strufe & Prof. Dr. Oliver Hinz. --- Version 05.01.2013 ---

Development of the Social Network Usage in Germany in 2012 Authors: Benjamin Schiller, Irina Heimbach, Prof. Dr. Thorsten Strufe & Prof. Dr. Oliver Hinz A Study by the P2P Networks Group and the Chair