Plastics Industry Readership Survey - Final Report · PDF fileplastics industry readership...

Prepared For:

Canadian Plastics

Prepared By:

G.BRAMM & ASSOCIATES Marketing Research Consultants

www.gbramm.com

Date: March 2010

Plastics Industry

Readership Survey

- Final Report -

PLASTICS INDUSTRY

READERSHIP SURVEY

- TABLE OF CONTENTS -

Objectives 1 Method 1 Results 1 Magazines Received and Method of Receiving 2 Thoroughness of Reading 3 Number of Last Four Issues Read or Looked Into 4 When Publication is Typically Read 5 Time Spent with Last Issue 6 Pass Along Readership 7 Overall Rating of Publications Received 8 Readership of Plastiques et Moules / Time Spent Reading / Pass Along 9 Publication Ratings 12 Actions Taken 14 Preferred Method of Gathering Information 15 Information Accessed/ Purchases Made 16 Online Activity in the Past Six Months 17 Enewsletters Received 18 Directories Received 19 Anticipated Usage 20 How the Directories are Used 21 Directory Thought to be Most Useful 22 Main Business Activity 23 Involvement in the Buying Process 24 Involvement in Purchase of Equipment and/or Services 25

PLASTICS INDUSTRY

READERSHIP SURVEY

- FINAL REPORT -

OBJECTIVES This research study was designed to obtain readership measures of two publications directed at the plastics industry. The two publications under review were Canadian Plastics and Plastics in Canada. Secondarily, the research sought to gather information related to: • Actions resulting from reading editorial or advertising; • Preferred method of requesting information; • Patterns of Internet usage; • Directories used and frequency of use; • Main business activity and job function. METHOD In late January, 2010, 4,751 email invitations were sent to a random cross-section of readers selected on an Nth name basis from the circulation list of Canadian Plastics. These invitations were linked to an online questionnaire. From these initial invitations, 314 emails bounced back because of incorrect addresses or out-of-office auto replies. Removing these email addresses leaves us with an effective sample universe of 4,437 potential respondents. In response to our email invitations, 237 completed questionnaires were processed representing a response rate of 5%. It is important to note that both the email invitation and questionnaire were identified as originating from G. Bramm & Associates. There was no association with Canadian Plastics. RESULTS The results of this study will be found in the charts and commentary in the following general summary. _________________________________________________________________________ PLASTICS INDUSTRY READERSHIP SURVEY – FINAL REPORT PAGE 1

PLASTICS INDUSTRY - READERSHIP SURVEY

- GENERAL SUMMARY -

1. Which of these publications do you receive addressed directly to you, or routed to you from someone else?

_________________________________________________________________________ PLASTICS INDUSTRY READERSHIP SURVEY – FINAL REPORT PAGE 2

Magazines Received and Method of Receiving Ninety percent of the sample receive Canadian Plastics addressed directly to themselves. In total, 98% receive Canadian Plastics. This includes the additional 8% who have the magazine routed to them. Approximately one-half (51%) who receive Canadian Plastics also receive Plastics in Canada.

2. How thoroughly do you read an average issue of each publication that you receive?


Thoroughness of Reading Seventy-one percent of those receiving Canadian Plastics read an average issue thoroughly or read all items of interest. Approximately the same percentage, 73% of Plastics in Canada readers report that they read an average issue in the same manner i.e. thoroughly or read all items of interest.

3. How many of the last four issues did you read or look into?


Number of Last Four Issues Read or Looked Into

Regardless of the publication in question, the majority of respondents (roughly 60%) have read four out of the last four issues. For both publications, 81% have read either three or four of the last four issues.

4. How soon after receiving your copy do you typically read or look through it?


When Publication is Typically Read

Approximately three-quarters of respondents read or look through their plastics magazine within the first week of receiving it. These percentages are relatively stable regardless of which publication one happens to receive.

5. How much time did you spend reading or looking into the last issue of each publication you receive?


Average Time Spent Canadian Plastics: 31.8 min. Plastics in Canada: 29.1 min.

Time Spent with Last Issue Readers of Canadian Plastics spent an average of 31.8 minutes with the last issue of the magazine. Those receiving Plastics in Canada spent an average of 29.1 minutes with their last issue.

6. How many other people have the opportunity to read or look at your copy of each magazine?


Average Pass Along

Canadian Plastics: 3.7 Plastics in Canada: 3.5

Pass Along Readership

Canadian Plastics is passed along to an average of 3.7 additional people within the organization. The average pass along for Plastics in Canada is 3.5 additional readers.

7. Using a scale where 1 = poor and 10 = excellent, please give each publication an overall rating.


Average Score

Canadian Plastics: 7.0

Plastics in Canada: 6.9

Overall Rating

Readers of each publication were asked to rate that publication on an overall ten-point scale. Canadian Plastics receives an average score of 7.0 while Plastics in Canada receives a 6.9. Forty-one percent gave Canadian Plastics a rating of 10, 9 or 8. In comparison, 34% gave Plastics in Canada a 10, 9 or 8 rating.

8. Do you live in Quebec? 9. (If you live in Quebec) Do you receive the publication: Plastiques et moules?


Readership of Plastiques et Moules Sixty-four percent of respondents living in Quebec indicate that they receive the publication: Plastiques et moules. The average amount of time spent reading or looking into the last issue of this publication was 26.6 minutes. On average, the publication is passed on to 4.5 other readers. (See following three charts).

10. How much time did you spend reading or looking into the last issue of Plastiques et Moules?


Average Time Spent Reading Last Issue

26.6 Minutes

11. How many other people have the opportunity to read or look at your copy of Plastiques et moules?


Average Pass Along

4.5 Readers

12. Which one publication do you feel is best described by each of the following statements?


Publication Ratings

Respondents were asked to rate each publication on a variety of statements pertaining to their usefulness and credibility. For the purpose of a fair comparison, only respondents who receive both publications have been included in this analysis. In all cases, Canadian Plastics was selected as the publication best described by each statement. (See the chart below and on the next page).

13. Which of the following kinds of actions have you taken in the past 12 months as a result

of reading editorial or advertising information in a plastics business publication? (Please check all that apply).


Actions Taken

It is evident that readers act upon editorial and advertising information contained within the pages of plastics industry publications. Almost two-thirds (62%) have visited an advertisers’ website. Over half have discussed an article or kept copies for future reference.

14. When gathering information on products in advertisements, what is your preferred method of obtaining this information?


Preferred Method of Gathering Information

When requesting product information, readers prefer to contact an advertiser directly either by visiting the advertiser’s web site (55%), by email (28%) or telephone (10%).

15. In the past six months, which of the following types of information have you accessed (or purchases have you made) using the Internet?


Information Accessed/Purchases Made

Seventy-six percent of readers are using the Internet to obtain product information. Readers also frequently seek company and supplier information. A relatively small percentage (14%) are purchasing equipment online. An additional 11% claim to purchase plastic resins or compounds online.

16. In the past six months have you…


Online Activity in Past Six Months

Slightly over one-half (53%) of respondents have visited the Canadian Plastics website in the past six months. Forty-one percent report watching an online news video on this site. One quarter (25%) of all respondents report visiting the Plastics in Canada website.

17. Do you receive the…


Enewsletters Received

Seventy-one percent of respondents are receiving the Canadian Plastics enewsletter. Thirty-five percent report receiving the Plastics in Canada newsletter. t

18. Which of the directories shown at the right do you receive?


Directories Received

Including being routed from someone else, 91% of respondents receive the Canadian Plastics Buyers’ Guide. Fifty percent report receiving the Plastics in Canada Annual.

19. How frequently do you expect to refer to each directory over the next 12 months?


Average Annual Frequency Can. Plastics Buyers’ Guide: 16.7 Plastics in Canada Annual: 15.7

Anticipated Usage

Those receiving the Canadian Plastics Buyers Guide expect to use it, on average, 16.7 times over the next 12 months. In contrast, those receiving the Plastics in Canada Annual expect to use it 15.7 times over this time period.

20. In which of the following ways do you use these two directories?


How the Directories Are Used

The two directories are used primarily to locate services directed at the plastics industry, plastics raw materials and plastics machinery & equipment.

21. Which directory do you find more useful?


Directory Thought To Be Most Useful

Amongst respondents who receive both directories, the Canadian Plastics Buyers’ Guide is considered to be most useful.

22. Which of the following best describes your main business activity?


Main Business Activity

Outlined in the table below is the main business activity of the participants in this survey. The majority (47%) of respondents identify themselves as plastics processors.

23. In the performance of your job are you involved in recommending, evaluating,

specifying, determining the need, approving the purchase and / or placing orders for materials, equipment and/or services related to the plastics industry?


Involvement in Buying Process

Eighty-seven percent of respondents indicate that they are involved in some capacity in the process of buying materials, equipment and/or services related to the plastics industry.

24. Which of the following types of materials, equipment and/or services have you recommended, evaluated, specified, determined the need for, approved the purchase of and/or placed orders for?


Involvement in Purchase of Equipment and/or Services

The following chart provides details on the specific types of materials, equipment and/or services that respondents are involved in purchasing.

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