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Readership Analysis 2008Electronic Trade Press in Germany

© AgLa Elektronik-Medien e.V., Heidelberg

www.agla-elektronik.com

This work is protected by copyright. It must not be reproduced in any form, not even in part, without our permission. Quotes are permitted only with a reference to the source "AgLa Elektronik-Medien – Reichweitenanalyse 2008".

This survey is a service of

E&E Elektronik & Entwicklungpublish-industry Verlag GmbH, Munich

elektronik industrieHüthig GmbH, Heidelberg

Elektronik InformationenAT Fachverlag GmbH, Fellbach

elektronikJOURNALHüthig elektronikJOURNAL GmbH, Landsberg am Lech

ELEKTRONIKPRAXISVogel Industrie Medien GmbH & Co. KG, Würzburg

1

Preface 4

Added value survey 5

Surveyed electronic trade journals 6

Survey profile 8

Target group analysis 9

Readership analysis 14

Table: Pan-european trade journals 25

Tables: Industrial sectors 26

Tables: Divisions 32

Tables: Readership structures 38

Tables: Media use/reach 44

Media research terminology 47

Online evaluation service 48

Content

3

Broad agreement, elaborate methodology and intense electronics industry that offers extensive analysis options preparation: These are the key characteristics of the due to the high number of interviews. The results are made cooperation between the five specialized publishers who available as follows:initiated this readership survey.

1. All basic results are available in a download The pronounced goal was to present the companies and PDF on www.agla-elektronik.comagencies with representative and neutral survey results for

2. Detailed results and individual target group the German electronic trade press market. The intention of

counts can be obtained through the free evalu-repeating this project on a regular basis led to the

ation program on www.agla-elektronik.comfoundation of AgLa Elektronik-Medien (AgLa = Arbeitsge-meinschaft Leseranalyse, a joint industry committee) to 3. Orders for service evaluations, analyses and guarantee both legal certainty and longevity. Five of the consulting through the members of AgLa relevant specialized publishing houses for the German Elektronik-Medienelectronics industry have joined the JIC.

My sincere thanks go to the responsible members of the Special attention was paid to the selection of industrial participating publishing houses, the sustaining members, sectors. AgLa decided to strictly follow the nomenclature of to Dr. Gärtner and Mr. Ackermann as well as Ms. Mark from buyer´ sectors published by ZVEI. This sector classification the responsible institute, CZAIA Marktforschung GmbH, for is broadly accepted in the market. It defines the universe of the pleasant and constructive cooperation as regards to the survey and provides for an appropriate industry the concept, realization and implementation of the joint structure that is unbiased by particular interests. survey.

On this basis, the survey has evaluated 20,000 places of business in Germany with a total of 196,000 professional decision-makers of the electronics industry.

A constructive working atmosphere furthered creative ideas, discussions on alternative methodologies and the Helmut Faulstichdefinition of the most suitable version. The result was a teleResearch GmbH, Mannheimmodern market media survey with substantial added value regarding

Media, Markets, Brands.

Extensive data on these three issues was collected. The findings on media and markets are available for all companies and agencies at no cost. In addition, renowned market participants decided for an analysis of their brands among professional decision-makers. The results are available exclusively for these companies.

With 1,517 interviews, AgLa Elektronik-Medien is presenting the most comprehensive representative survey among professional decision-makers of the German

Preface

4

5

1,517 interviews:The amount of 1,517 interviews by far exceeds the minimum of 500 interviews which common usage in Germany requires for readership analysis. Individual target group segments are represented in the sample with a sufficient number of interviews. This facilitates a versatile combination of target groups (sectors, company sizes, decision-maker types, corporate functions, product groups, and many more).

Responses from interviews, each 25 minutes in length:The variety of questions offers extensive analysis options. All values are also available as extrapolation to the 196,000 decision-makers of the German electronics industry. You may use the survey for target group and potential assessment for sales and marketing purposes as well as for media schedule analysis in order to optimize your media plan.

Free evaluation program on the internet:The reach analysis AgLa Elektronik-Medien Reichweitenanalyse 2008 is available as free evaluation and analysis program on www.agla-elektronik.com. Find further information on page 48.

Neutrality:AgLa Elektronik-Medien Readership Analysis 2008 is a joint survey on behalf of five specialized publishers organized in a JIC. Consequently, the survey is not subject to individual interests. Moreover, addresses were obtained from neutral sources (no publishers’ addresses). The selection of industrial sectors relevant to the survey strictly complies with the ZVEI nomenclature of buyers’ sectors.

Three-stage model:A complex screening procedure (telephone contact within a company) was conducted for a reliable and complete identification of electronics decision-makers in medium-sized and large firms. The screening ensures a true random selection to provide a reliable basis for projection to all decision-makers of the German electronics industry.

Stage 1: Contact with the press department or directly with general management in smaller companies

Clarification of the firm’s affiliation with the professional electronics market

Recording of all available departments with electronics decision-makers

Random selection of a department

Stage 2: Contact with the chief department manager or department manager

Recording of all available electronics decision-makers within the department

Random selection of a decision-maker (multiple interviews possible dependent on a defined key for large companies)

Stage 3: Contact with the selected decision-maker (target person)

Conducting the interview

S.I.R. model:Respondents in readership surveys are usually presented with the original color logos of technical magazines to ensure recognition and prevent title confusion. The specific issue readership model (S.I.R.) used in this survey is clearly more extensive. All titles/covers of the last 12 publishing intervals each were visualized on a test page on the internet. In the course of the complete survey, these titles were updated weekly to the last 12 intervals each. Recognition of a read issue was thus enhanced, and confusion with any special issues was ruled out. This procedure is also applied in surveys like the Kids Consumer Analysis or Communication Network survey of the Focus magazine.

Added Value Survey

6

Overview: Surveyed Electronic Trade Journals

ElektronikWEKA Fachzeitschriften-Verlag

Circulation in Germany = 28,905*

Frequency: bi-weekly

elektronik industrie Hüthig


Frequency: 10 times per year

elektronikJOURNALHüthig elektronikJOURNAL



Elektronik Informationen AT Fachverlag



E&E Elektronik & Entwicklungpublish-industry Verlag



DESIGN&ELEKTRONIKWEKA Fachzeitschriften Verlag



7

* = IVW report II. quarter 2008, foreign circulation not included

Periodical technical journal/newspaper The journal has to submit proof of namable mar-which is also an advertising medium, with a ket shares (advertising volumes or advertising minimum of 10 issues per year. pages) in the relevant electronics market. This

refers to advertising volumes of approximately A minimum circulation of 15,000 copies, cer-

one million Euro per year in the overall electro-tified by IVW (the German circulation audit)

nics market (proof to be submitted from an inde-and distributed predominantly in Germany.

pendent source, e.g. vertriebsunion meynen, The circulation distributed through single Eltville).copy sale must not exceed 15 % of the actual-

The topic spectrum shall embrace the complete ly distributed circulation.

diversity across the electronics market. Editori-The technical journal/newspaper has to be al coverage of all market segments is required, listed in group 297 of the document “Media- from electronic components to various buyers' daten Handbücher der deutschen Werbeträ- markets, such as telecommunications, automo-ger: Fachzeitschriften“ by Mediadaten Verlag tive electronics, office and data processing tech-(Compendium of German Advertising Media: nology, industrial electronics, consumer elec-Technical Journals). tronics, etc.

The business purpose of the technical jour-nal clearly has to be brand introduction and brand advertising.

Factual Selection Criteria for Relevant Electronic Technical Journals

Markt&Technik WEKA Fachzeitschriften-Verlag


Frequency: weekly

ELEKTRONIKPRAXIS Vogel Industrie Medien


Frequency: bi-weekly

8

Profile of the Survey

Institutional universe: 20,000 companies of the electronics industry (definition according to ZVEI = Zentralverband

Elektrotechnik- und Elektronikindustrie e.V.)

Personal universe: 196,000 electronics decision-makers in Germany

Independent address source: ProBusiness

Survey methodology: C.A.T.I. (computer assisted telephoneinterviewing); multi-level, disproportionateaccording to industrial sectors and employee size ranges

Sample: 1,517 interviews (net)

Average time per interview: Screening phase I + II = 12 minutesMain interview: = 25 minutes

Field time: November 2007 to June 2008

Methodical consultation: teleResearch GmbH, MannheimCZAIA Marktforschung GmbH, Bremen

Responsible institute/sampling CZAIA Marktforschung GmbHprocedure/data preparation/reporting: Immediate Software GmbH, Bremen

9

Main sector

Target Group AnalysisBasis: 196,000 decision-makers in 20,000 companies

Consumer electronics/other consumer goods

6 %(= 12 thsd.)

Automotive electronics/vehicle manufacturing

13 %(= 25 thsd.)

Office electronics/data systems technology/

other sectors

14 %(= 28 thsd.)

Telecommunications

7 %(= 14 thsd.)

Industrial electronics (incl. machine building)

60 %(= 117 thsd.)

Manufacturer of electronic end user devices/OEM

Processor with electronics know-how

Manufacturer of modules/systems

Development service provider

Manufacturer of electronic components

Dealer/distributor with technical support

Contract manufacturer involved in development/EMS

78

67

51

29

22

16

14

Extrapolationin Thsd.

153

132

100

56

43

32

27

%

%

%

%

%

%

%

Relation of the company to the electronics industry(multiple replies)

Legend 1: 60 % of 196 thsd. electronics decision-makers work in Industrial electronics. This corresponds to 117 thsd. persons extrapolated.

Legend 2: 78 % of respondents work for companies involved in the production of electronic end user devices.

Number of employees


Department manager

45 %(= 89 thsd.)

Chief department manager

15 %(= 30 thsd.)

Functional department manager

11 %(= 21 thsd.)

Owner/general manager/board of managers

15 %(= 29 thsd.)

Executive employee, other functions

7 %(= 13 thsd.)

Occupational status

Director/plant director/factory, branch manager

7 %(= 14 thsd.)

50 to 99 employees

13 %(= 26 thsd.)

20 to 49 employees

23 %(= 44 thsd.)

100 to 499 employees

26 %(= 51 thsd.)

less than 10 employees

7 %(= 14 thsd.)500 or more

employees

17 %(= 33 thsd.)

10 to 19 employees

14 %(= 28 thsd.)

Legend 1: 26 % of electronics decision-makers work in companies with 100 to 499 employees.

Legend 2: 89 thsd. persons are department managers. This corresponds to 45 %.

10

Decision authorities according to divisions(multiple replies)


Quality control/test field

R & D/electronic development

Engineering/design

Production/manufacturing

Internal administration and organization

Purchasing/procurement

Technical management

IT/DP

Sales/distribution

67

59

59

58

53

52

47

34

33

27

32

28

25

15

15

18

15

13

Extrapolationin thsd.

131

115

115

114

104

102

92

66

64

53

62

54

49

29

29

35

30

26

%

%

%

%

%

%

%

%

%

%

%

%

%

%

%

%

%

%

General management

General or subdivision management

Legend: 59 % of decision-makers belong to the general management or subdivision management in the division R&D/electronic development, 32 % belong to general management.

11

Main division


R & D/electronic development

30 %(= 58 thsd.)

Electronic engineering/design engineering

17 %(= 33 thsd.)


20 %(= 38 thsd.)

Quality control/test field

17 %(= 32 thsd.)


Scopes of activities(multiple replies)

Electronic manufacturing

18 %(= 35 thsd.)


Quality control

System integration

Measurement and test engineering

Test field

Electronic engineering/design engineering

Hardware development

Software development

158

125

120

119

109

96

93

76

81

64

61

61

56

49

47

39

%

%

%

%

%

%

%

%

Legend 1: 20 % of interviewed decision-makers mainly work as Technical management.

Legend 2: 125 thsd. decision-makers are involved, amongst others, in quality control.

12

Involvement in investment decisions(multiple replies)



165

162

157

155


Involvement in purchase decisions by product range(multiple replies)

Selection of systems

Selection of measurement systems

Selection of modules

Selection of single components

%

%

%

%

84

83

80

79

44

58

58

82

23

30

30

42

%

%

%

%

Measurement & test systems

Electromechanics & connection technology

Passive components

Power supply & power electronics

Distribution & services

Active components

Optoelectronics & displays

Design tools & software/EDA

Electronic manufacturing/EMS

Embedded systems & embeddedsoftware engineering

159

144

130

127

120

120

116

114

97

94

81

73

66

65

61

61

59

58

50

48

48

53

58

48

41

50

44

40

37

29

25

27

29

25

21

26

22

21

19

15

%

%

%

%

%

%

%

%

%

%

%

%

%

%

%

%

%

%

%

%

Sole decision/delegation

Sole decision/delegation/joint decision

Legend 1: 84 % are involved in investment decisions for electronic systems with sole or joint decisions in a team, 23 % have sole decision authority in this area.

Legend 2: 81 % of electronics decision-makers are involved in buying decisions, at least for joint decisions, regarding Measurement & test systems. This corresponds to 159 thsd. persons.

13

Legend: 60 thsd. electronics decision-makers can be reached with a one-time insertion in ELEKTRONIKPRAXIS, this corresponds to a reach of 30.5 % among all 196 thsd. decision-makers.

Media Analysis - Trade JournalsBasis: 1,517 cases = 196,000 decision-makers


35

19

57

36

25

27

60

71

DESIGN&ELEKTRONIK

E&E Elektronik & Entwicklung

Elektronik

elektronik industrie

Elektronik Informationen

elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

%

%

%

%

%

%

%

%

17,6

9,5

29,1

18,6

12,6

13,7

30,5

36,1

ReachK1 = reach with a one-time insertion

14

Media Analysis according to Main SectorConsumer electronics/other consumer goods

Basis: 89 cases = 12,000 decision-makers

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

3

1

4

3

3

2

4

4

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

%

%

%

%

%

%

%

%

100

146

112

121

129

185

149

118

105

25,7

10,7

35,3

23,9

23,3

20,4

35,9

37,8

Affinity index

Legend (affinity index): The affinity index indicates the relation between reach within a target group (here: main sector Consumer electronics/other consumer goods) and reach within the population. An index of 100 thus corresponds to average affinity. The usage of Elektronik Informationen within this target group is by 85 index points higher than within the total professional electronics market.

15




Media Analysis according to Main SectorAutomotive electronics/vehicle manufacturing


in thsd.

3

2

6

4

2

3

8

9

100

Affinity index

%

%

%

%

%

%

%

%

67

78

81

79

61

74

101

98

11,7

7,4

23,7

14,7

7,6

10,2

30,6

35,4

Legend 1 (reach): 3 thsd. of 25 thsd. decision-makers of the sector Automotive electronics/vehicle manufacturing can be reached with a one-time insertion in DESIGN&ELEKTRONIK.

Legend 2 (affinity index): The index value of 67 for DESIGN&ELEKTRONIK indicates that the usage of this title in the sector Automotive electronics/vehicle manufacturing is below average.

16

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

Extrapolation


Media Analysis according to Main SectorTelecommunications


in thsd.

3

1

4

3

2

2

4

4

100

Affinity index

%

%

%

%

%

%

%

%

101

57

100

107

90

103

82

85

17,9

5,4

29,2

20,0

11,4

14,1

25,1

30,8

17

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

Legend 1 (reach): 29.2 % of decision-makers of the main sector Telecommunications can be reached with a one-time insertion in Elektronik.

Legend 2 (affinity index): The index value of 100 for the journal Elektronik indicates that the reach in this target group corresponds to that of the total market.

DESIGN&ELEKTRONIK

Extrapolation


Media Analysis according to Main SectorIndustrial electronics (incl. machine building)


in thsd.

21

13

33

23

16

17

37

41

100

Affinity index

%

%

%

%

%

%

%

%

102

117

97

105

108

105

104

98

18,0

11,1

28,4

19,4

13,7

14,4

31,6

35,3

Legend 1 (reach): 13 thsd. decision-makers of the main sector Industrial electronics (incl. machine building) can be reached with a one-time insertion in E&E Elektronik & Entwicklung.

Legend 2 (affinity index): The index value of 117 indicates that the readership of E&E Elektronik & Entwicklung in this target group is above average.

18

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

Extrapolation

Media Analysis according to Number of Employees in the CompanyLess than 100 employees


19

10

33

20

13

15

30

38

100

%

%

%

%

%

%

%

%

19

98

94

100

97

92

96

89

94

17,2

8,9

29,1

17,9

11,6

13,2

27,1

33,9

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

Legend 1 (reach): 20 thsd. decision-makers from companies with less than 100 employees can be reached with a one-time insertion in elektronik industrie. This corresponds to 17.9 % reach.

Legend 2 (affinity index): The index value of 97 indicates that the usage of elektronik industrie in smaller companies is slightly below average.

in thsd.Extrapolation


Affinity index

Media Analysis according to Number of Employees in the Company100 employees and more


15

9

25

16

12

12

29

33

100

%

%

%

%

%

%

%

%

103

108

100

105

110

105

115

108

18,1

10,3

29,2

19,4

13,9

14,4

34,9

39,0

20

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

Legend 1 (reach): 14.4 % of decision-makers from companies with more than 100 employees can be reached with a one-time insertion in elektronikJOURNAL. This corresponds to 12 thsd. persons.

Legend 2 (affinity index): The index value of 105 indicates that the usage of this journal in larger companies is slightly above average compared to the total market.



Affinity index

Technical managementBasis: 297 cases = 38,000 decision-makers

7

3

12

9

6

5

11

17

100

%

%

%

%

%

%

%

%

104

89

107

133

119

100

96

120

18,4

8,4

31,1

24,7

15,0

13,6

29,2

43,2

Legend 1 (reach): elektronik industrie achieves a K1 value of 24.7 % in the main division Technical management.

Legend 2 (affinity index): The usage of elektronik industrie in this target group is above average (index = 133) compared to the total readership.

21

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

Media Analysis according to Main Division



Affinity index

Electronic manufacturingBasis: 268 cases = 35,000 decision-makers

5

2

10

8

5

5

11

11

100

%

%

%

%

%

%

%

%

79

65

96

121

108

116

103

88

14,0

6,2

27,8

22,4

13,6

15,9

31,3

31,7

Legend 1 (reach): 11 thsd. decision-makers working in Electronic manufacturing can be reached with a one-time insertion in Markt&Technik. This corresponds to 31.7 % reach in this target group.

Legend 2 (affinity index): The index value of 88 indicates that the share of Markt&Technik readers in this target group is below the share of readers in the total market.

22

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik




Affinity index

R & D/electronic development Basis: 449 cases = 58,000 decision-makers

17

9

22

11

9

12

23

23

100

%

%

%

%

%

%

%

%

168

170

129

105

124

147

127

111

29,6

16,2

37,6

19,6

15,6

20,1

38,8

40,1

23

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

Legend 1 (reach): 16.2 % of all decision-makers from R & D/electronic development can be reached with a one-time insertion in E&E Elektronik & Entwicklung.

Legend 2 (affinity index): The index value of 170 indicates that this journal reaches an above-average number of persons from the division R & D compared to its share in the total market.




Affinity index

Media Analysis according to General or Subdivision Management* R & D/electronic development


28

15

42

24

18

19

41

47

100

%

%

%

%

%

%

%

%

140

135

125

113

122

121

117

113

24,7

12,9

36,4

21,0

15,3

16,5

35,6

40,9

24

*) Other than a clear assignment of persons to a main division (see page 23), there are cases in which a person, e.g. general manager, is also responsible for R & D, i.e. holds the position of general or subdivision manager without actually being assigned to this division.

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik

DESIGN&ELEKTRONIK


Elektronik



elektronikJOURNAL

ELEKTRONIKPRAXIS

Markt&Technik


Reach

Affinity index

K1 = reach with a one-time insertion

25

Reading frequencies

Pan-European Trade Journals Basis: 1,517 cases = 196,000 decision-makers

every issue

every third issue at least

EPN - Electronic Product News

electronic design EUROPE

ELECTRONIC ENGINEERING TIMES europe

POWER ELECTRONICS EUROPE

EDN EUROPE

ECE magazine - Embedded Control Europe

Legend: 2.1 % of electronics decision-makers read EPN – Electronic Product News regularly, i.e. every issue. The usage values indicated herein refer solely to the German professional electronics market.

2,1 % 2,9 %

1,2 % 2,5%

0,7 % 2,1 %

1,7 % 2,1 %

1,2 % 1,5 %

0,2 % 1,2 %

26

Legend: 5.9 % of 1,517 interviewed electronics decision-makers work in companies that are mainly active in the industrial sector Consumer electronics/other consumer goods. The main industrial sectors were categorized according to ZVEI definitions (= Zentralverband Elektrotechnik- und Elektronikindustrie, German electrical and electronic manufacturers' association).

Table 1.1: Target Group Analysis according to Industrial Sectors Company structural data

Percentage of target groups (%)

Legend: 12 thsd. of total 196 thsd. electronics decision-makers in Germany work in companies that are categorized under the main sector Consumer electronics/other consumer goods.

121227

Extrapolation of target groups in thousand

28

Legend: 14.9 % of respondents are owners, general managers or members of the board of managers.

Table 1.2: Target Group Analysis according to Industrial Sectors Corporation functions of decision-makers


Legend: 29 thsd. persons are owners, general managers or members of the board of managers. This corresponds to 14.9 % of all electronics decision-makers in Germany.

121229


30

Legend: 22.5 % of respondents in Germany make sole decisions or delegate in the case of system selections in investment processes.

Table 1.3: Target Group Analysis according to Industrial SectorDecision-making authority according to product range


Legend: 44 thsd. persons in Germany make sole decisions or delegate in the case of system selections in investment processes.

121231


32

Legend: 297 of 1,517 interviewed electronic decision-makers mainly work in the division Technical management. 6.4 % thereof come from Consumer electronics/other consumer goods.

Table 2.1: Target Group Analysis according to Divisions Company structural data


Legend: 2 thsd. decision-makers of the Technical management work in the main sector Consumer electronics/other consumer goods.

121233


34

Legend: 3.5 % of decision-makers from the division R & D/electronic development hold the position of owner/general manager/member of the board of managers.

Table 2.2: Target Group Analysis according to Divisions Corporation functions of decision-makers


Legend: 2 thsd. of 58 thsd. decision-makers from R & D/electronic development are owners, general managers or members of the board of managers.

121235


36

Legend: 37.0 % of respondents from Technical management make sole decisions or delegate in the case of system selections in investment processes.

Table 2.3: Target Group Analysis according to DivisionsDecision-making authority according to product range


Legend: 14 thsd. of 38 thsd. Technical managers make sole decisions or delegate in the case of system selection.

121237


38

Legend: 10.9 % of the readers of Elektronik Informationen mainly work in the sector Consumer electronics/other consumer goods.

Table 3.1: Readership Structures of Trade Journals (Basis = K1 Values) Company structural data

Composition of readership (%)

Legend: 3 thsd. of the 25 thsd. readers of Elektronik Informationen mainly work in the sector Consumer electronics/other consumer goods.

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Extrapolation of readers in thousand

40

Legend: 14.7 % of ELEKTRONIKPRAXIS readers are owners, general managers or members of the board of managers.

Table 3.2: Readership Structures of Trade Journals (Basis = K1 Values) Corporation functions of decision-makers


Legend: 9 thsd. of the 60 thsd. readers of ELEKTRONIKPRAXIS are owners, general managers or members of the board of managers.

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42

Legend: 25.4 % of readers of DESIGN&ELEKTRONIK make sole decisions or delegate in the case of system selections in investment processes.

Table 3.3: Readership Structures of Trade Journals (Basis = K1 Values)Decision-making authority according to product range


Legend: 9 thsd. of the 35 thsd. readers of DESIGN&ELEKTRONIK are sole decision-makers or delegators in the case of system selection.

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44

Legend: A one-time advertisement insertion in elektronikJOURNAL reaches 13.7 % of all electronics decision-makers in Germany. elektronikJOURNAL reaches 20.4 % of decision-makers in the sector Consumer electronics/other consumer goods.

Table 4.1: Reach of Trade Journals (K1 Values = for One-Time Insertions) Company structural data

Percentage of readers (%)

Legend: A one-time advertisement insertion in the trade journal Markt&Technik reaches 36.1 % of all electronics decision-makers in Germany. The journal reaches 41.9 % of decision-makers holding the position of owner, general manager or member of the board of managers.

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Table 4.2: Reach of Trade Journals (K1 Values = for One-Time Insertions) Corporation functions of decision-makers


46

Legend: A one-time advertisement insertion in the trade journal Elektronik reaches 29.1 % of all electronics decision-makers in Germany. The journal reaches 34.6 % of sole decision-makers or delegators responsible for the selection of systems.

Table 4.3: Reach of Trade Journals (K1 Values = for One-Time Insertions)Decision-making authority according to product range


Basis Reach

Reference parameter for comparison against results in a Percentage of the target group that is reached by a medium at table or table column. least once. Gross reach does not consider that fact that some

readers are reached through several publications. Thus, gross reach corresponds to the total of individual reach values (= contacts). Net reach, however, counts overlapping only once and indicates the persons that are reached at least once by a set of media channels.

Cumulation

Increase in readership based on multiple ad insertion. The Survey Methodologyreach value increases with each additional advertisement rea-

ching the same readers as the previous advertisement. Con- A survey can be conducted e.g. face-to-face, in writing, by sequently, it is not possible to simply add up readers of subse- telephone or online. The data of this survey was collected by quent issues. The actual reach values after multiple insertion telephone via C.A.T.I. (computer assisted telephone intervie-are determined by means of cumulation wing) with web support (visualization of the publications on

. the internet to prevent respondents from title cunfusion).

Extrapolation

Presentation, e.g. of readership, in absolute numbers. Results from a sample are extrapolated to the universe. The total of 1,517 respondents from the representative survey cor-responds to 196,000 decision-makers in Germany extrapo-lated.

Weighted Sample Size GRP ("Gross Rating Points") Unweighted refers to the actual number of interviewed per-A measure that indicates the gross reach in percent by adding sons. When weighted, it forms the basis for extrapolation in a up all contacts, without taking overlapping into account. table. In analyses, weighting is required, for example, if small

target group segments are assigned more interviews than GRP = Reach (in %) x contacts per user (average contacts).

effectively justified by their actual share of the market. To Based on the total contact intensity of a media plan adverti-

carry out extrapolation, these interviews (= unweighted sam-sers can compare it with the GRP of competing brands or with ple size) have to be weighted down to their actual share of the own media plans of past years.market (= weighted sample size).

K1 Value

Percentage/number of persons that can be reached with a one-time advertisement. The K1 value is evaluated based on data on the reading frequency submitted by the broadest audience (WLK).

Broadest Audience (WLK)

All persons who had at least one contact with a journal during a specified period of time. In research practice, this term refers to readers that read or thumbed through at least one of twelve recently published issues. In case the frequency is

S.I.R. Specific Issue Readershipbelow 12 issues per year (e.g. 10), WLK refers to this number.

The reading frequency, i.e. which of the last 12 issues were

read, is determined by presenting the original front pages.

(K2, K3, K4 values, etc.)

Universe

Entirety of all persons represented by the sample of a survey. Surveys in companies differentiate between institutional uni-verse (number of companies in the electronics industry) and-personal universe (number of decision-makers).

Sources: medialine.focus amongst others

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Media Research Terminology

With the online evaluation service, you can access all results of this survey and evaluate them in various combinations. The download area offers you, among other things, a basic count of the whole data set including case numbers and extrapolations for an estimation of the target group potential, a questionnaire as well as a file with the english result report.

The information is available online on

www.agla-elektronik.com

under the menu item “Results”.

All data is accessible free of charge. You are welcome to try out and use the evaluation program. It further enhances the added value and maximum transparency of this survey.

Benefit from extensive analysis options, such as

definition of complex target groups, according to demographic and qualitative characteristics

estimation of target group potential (e.g. extrapolation of decision-makers of the German electronics industry)

seniority ranking of electronic trade journals, target group affinity, cost-performance relations (all key parameters like net/gross reach in % and as extrapolation in thousand, cost per thousand)

media plan analyses based on current rates, for costs, contacts and reach values

detailed analysis of media plan values for freely definable columns, banner or exposure distribution

print and export functions for results

et the answers to key questions like

How is the German electronics sector structured?

How are companies structured: Which areas account for most decision-making?

Which electronic trade journals are relevant for certain target groups that are especially interesting?

What is the best media combination to get a maximum of readers for a specific campaign?

G

Online Evaluation Service – Another Benefit of this Added Value Survey

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