Decision-Makers’ Attitudes to

Business to Business

Magazines

Presented by Grace Aungier Chief Executive PPA Ireland

PPA Ireland Update• Formed in 1999

• 45 publishers 178 magazines 41 Consumer 32 Specialist

105 B2B

• Our mission – to encourage, promote and raise professional standards amongst our members

• Our recent activities have included:

– PPA Ireland Magazine Awards

– Code of Verification of Circulation

– Industry Specific Training Programmes

– Research & Marketing

Phase 2 B2B

Decision-Makers’ Attitudes to Business to Business Magazines

Phase 1 Consumer

An Analysis of the

Effectiveness and Efficiency of

Advertising on the Island of Ireland

Research Background and Objectives

• Research already exists (PPAUK MPA BRS)

• “Dig deeper” about magazines in an Irish context

• to determine the attitudes and perceptions of key decision makers in the business community to B2B magazines

• to invest in our industry and prove to advertisers what we know is true:

that advertising in B2B magazines works

Research Methodology

• In-depth interviews with media directors

• 200 telephone questionnaires with readers of business publications

• All research was conducted independently through the Michael Smurfit Graduate School of Business at UCD

• Database:Database: Kompass Ireland Kompass Ireland Dublin Chamber of Dublin Chamber of CommerceCommerce

• Size of Company Size of Company • Age Age • Region Region • Level of managementLevel of management• GenderGender• Annual incomeAnnual income

Decision-makers:Decision-makers: People of managerial or executive status with responsibility for purchasing decisions.People of managerial or executive status with responsibility for purchasing decisions.

Profile of RespondentsProfile of Respondents

23%

14%

13%

13%

9%

8%

9%

6%5%

0%

10%

20%

30%

40%

50%

Dublin Northern Ireland Cork

Small Medium Large

4%

25%

30%20%

15%

1%

0% 10% 20% 30%

< €25000

€25,001 - €50,000

€50,001 - €75,000

€75,001 - €100,000

€100,001 - €150,000

> €150,001 -

Income Bracket

Profile of Respondents by GenderProfile of Respondents by Gender

73%

27%

Male

Female

Age CategoryAge Category

4%

27%

37%

22%

10%

0%

5%

10%

15%

20%

25%

30%

35%

40%

19-25 26-34 35-44 45-54 55-64

Respondent Job TitleRespondent Job Title

63%

25%

10% 2% Senior Management /DirectorMiddle Management

Supervisor / Manager

Other

Decision-Makers’ Attitudes to Business to Business

Magazines

Media sources used to gain information about your sector

(First Preference)

37%

21%

14%

8% 7%

3% 2%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Business toBusiness

Publications

Websites GeneralBusiness

Magazines

ConferencesExhibitions

Newspapers TV Direct Mail

Containing advertising which is useful to your business

(First Preference)

43%

14%13% 12%

8%5%

1% 0%0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Business tobusiness

pubications

Newspapers Websites GeneralBusiness

Magazines

ConferencesExhibitions

TV Direct Mail Radio

Helping you to do your job better (First Preference)

36%

28%

11%

6%4% 5%

3%5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

%

Websites Business toBusiness

Publications

GeneralBusiness

Magazines

Newspapers ConferencesExhibitions

TV Direct Mail Other online

Giving you information you cannot easily find

elsewhere(First Preference)38%

25%

12%

4%2% 2% 1%

10%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Websites Business toBusiness

Publications

ConferencesExhibitions

GeneralBusiness

Magazines

Direct Mail Newspapers TV Other online

Helping you to keep up-to-date on new products

(First Preference)

44%

16%

11%8% 7%

6%3% 3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Business toBusiness

Publications

Websites ConferencesExhibitions

GeneralBusiness

Magazines

TV Direct Mail Newspapers Other online

Media Director

“Media that can help build strong relationships between niche groups of

consumers and brands are the media that will prosper in the coming years.

By implication, it's those media that don't necessarily have high readership or listenership numbers but can clearly

demonstrate a higher involvement with core groups of consumers, that will

prosper.”

Helping to stimulate new business ideas

(First Preference)

29%

21%

15%

12%10%

4%

1% 2%

0%

5%

10%

15%

20%

25%

30%

Websites Business toBusiness

Publications

GeneralBusiness

Magazines

ConferencesExhibitions

Direct Mail Newspapers TV Other online

Providing you with the best source of information on new products or

services (First Preference)

32%

23%

16%

9% 9%

4%3% 2%

0%

5%

10%

15%

20%

25%

30%

35%

%

Business toBusiness

Publications

websites GeneralBusiness

Magazines

ConferencesExhibitions

Direct Mail TV Newspapers Other

Media that you trust most for information on your sector

(First Preference)50%

12% 12%9%

6%4%

0% 0%0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

%

Business toBusiness

Publications

GeneralBusiness

Magazines

Websites ConferencesExhibitions

Newspapers TV Direct Mail Other online

Containing advertising you find most annoying or intrusive

(First Preference)

41%

17%

13%11%

7%

3% 3%1% 0%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Direct Mail Websites Radio TV Other online Newspapers GeneralBusiness

Magazines

ConferencesExhibitions

Business toBusiness

Publications

“Magazines connect better with people and the advertisements have better impact. The right advert in the right magazine can have a huge impact”.

“It is a reflection of the tight targeting of magazines that that the advertising in them is highly relevant to their readers”.

Media Director

B2B magazines dominate all other media and are pre-eminent in:

• Helping you to gain information on your sector

• Containing advertising which is most relevant and useful

• Keeping you up to date with new product launches

• Providing you with information on new products

• Being the most trusted medium for information on your sector

• Containing the most effective advertising

Summary

Summary

B2B publications, complemented by websites, arean essential medium for:

• Helping you to improve your job performance

• Stimulating new business ideas

• Helping you to gain information not easily found elsewhere

•www.ppa.ie/b2bpresentation

•Press release

•National and Business Press

•Advertising agencies