© 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
Circulation in Germany = 18,587*
Frequency: 10 times per year
elektronikJOURNALHüthig elektronikJOURNAL
Circulation in Germany = 33,374*
Frequency: 12 times per year
Elektronik Informationen AT Fachverlag
Circulation in Germany = 34,193*
Frequency: 12 times per year
E&E Elektronik & Entwicklungpublish-industry Verlag
Circulation in Germany = 29,254*
Frequency: 10 times per year
DESIGN&ELEKTRONIKWEKA Fachzeitschriften Verlag
Circulation in Germany = 19,755*
Frequency: 12 times per year
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
Circulation in Germany = 29,371*
Frequency: weekly
ELEKTRONIKPRAXIS Vogel Industrie Medien
Circulation in Germany = 42,702*
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
Target Group AnalysisBasis: 196,000 decision-makers in 20,000 companies
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)
Target Group AnalysisBasis: 196,000 decision-makers in 20,000 companies
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
Target Group AnalysisBasis: 196,000 decision-makers in 20,000 companies
R & D/electronic development
30 %(= 58 thsd.)
Electronic engineering/design engineering
17 %(= 33 thsd.)
Technical management
20 %(= 38 thsd.)
Quality control/test field
17 %(= 32 thsd.)
Extrapolationin thsd.
Scopes of activities(multiple replies)
Electronic manufacturing
18 %(= 35 thsd.)
Technical management
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)
Target Group AnalysisBasis: 196,000 decision-makers in 20,000 companies
Extrapolationin thsd.
165
162
157
155
Extrapolationin thsd.
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
Extrapolationin thsd.
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
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
elektronikJOURNAL
ELEKTRONIKPRAXIS
Markt&Technik
3
1
4
3
3
2
4
4
DESIGN&ELEKTRONIK
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
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
Extrapolationin thsd.
ReachK1 = reach with a one-time insertion
ReachK1 = reach with a one-time insertion
Media Analysis according to Main SectorAutomotive electronics/vehicle manufacturing
Basis: 194 cases = 25,000 decision-makers
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
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
elektronikJOURNAL
ELEKTRONIKPRAXIS
Markt&Technik
DESIGN&ELEKTRONIK
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
elektronikJOURNAL
ELEKTRONIKPRAXIS
Markt&Technik
Extrapolation
ReachK1 = reach with a one-time insertion
Media Analysis according to Main SectorTelecommunications
Basis: 110 cases = 14,000 decision-makers
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
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
elektronikJOURNAL
ELEKTRONIKPRAXIS
Markt&Technik
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
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
ReachK1 = reach with a one-time insertion
Media Analysis according to Main SectorIndustrial electronics (incl. machine building)
Basis: 904 cases = 117,000 decision-makers
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
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
elektronikJOURNAL
ELEKTRONIKPRAXIS
Markt&Technik
DESIGN&ELEKTRONIK
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
elektronikJOURNAL
ELEKTRONIKPRAXIS
Markt&Technik
Extrapolation
Media Analysis according to Number of Employees in the CompanyLess than 100 employees
Basis: 866 cases = 112,000 decision-makers
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
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
elektronikJOURNAL
ELEKTRONIKPRAXIS
Markt&Technik
DESIGN&ELEKTRONIK
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
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
ReachK1 = reach with a one-time insertion
Affinity index
Media Analysis according to Number of Employees in the Company100 employees and more
Basis: 651 cases = 84,000 decision-makers
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
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
elektronikJOURNAL
ELEKTRONIKPRAXIS
Markt&Technik
DESIGN&ELEKTRONIK
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
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.
in thsd.Extrapolation
ReachK1 = reach with a one-time insertion
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
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
elektronikJOURNAL
ELEKTRONIKPRAXIS
Markt&Technik
DESIGN&ELEKTRONIK
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
elektronikJOURNAL
ELEKTRONIKPRAXIS
Markt&Technik
Media Analysis according to Main Division
in thsd.Extrapolation
ReachK1 = reach with a one-time insertion
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
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
elektronikJOURNAL
ELEKTRONIKPRAXIS
Markt&Technik
DESIGN&ELEKTRONIK
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
elektronikJOURNAL
ELEKTRONIKPRAXIS
Markt&Technik
Media Analysis according to Main Division
in thsd.Extrapolation
ReachK1 = reach with a one-time insertion
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
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
elektronikJOURNAL
ELEKTRONIKPRAXIS
Markt&Technik
DESIGN&ELEKTRONIK
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
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.
Media Analysis according to Main Division
in thsd.Extrapolation
ReachK1 = reach with a one-time insertion
Affinity index
Media Analysis according to General or Subdivision Management* R & D/electronic development
Basis: 889 cases = 115,000 decision-makers
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
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
elektronikJOURNAL
ELEKTRONIKPRAXIS
Markt&Technik
DESIGN&ELEKTRONIK
E&E Elektronik & Entwicklung
Elektronik
elektronik industrie
Elektronik Informationen
elektronikJOURNAL
ELEKTRONIKPRAXIS
Markt&Technik
in thsd.Extrapolation
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.
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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
Percentage of target groups (%)
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.
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Extrapolation of target groups in thousand
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
Percentage of target groups (%)
Legend: 44 thsd. persons in Germany make sole decisions or delegate in the case of system selections in investment processes.
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Extrapolation of target groups in thousand
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
Percentage of target groups (%)
Legend: 2 thsd. decision-makers of the Technical management work in the main sector Consumer electronics/other consumer goods.
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Extrapolation of target groups in thousand
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
Percentage of target groups (%)
Legend: 2 thsd. of 58 thsd. decision-makers from R & D/electronic development are owners, general managers or members of the board of managers.
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Extrapolation of target groups in thousand
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
Percentage of target groups (%)
Legend: 14 thsd. of 38 thsd. Technical managers make sole decisions or delegate in the case of system selection.
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Extrapolation of target groups in thousand
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
Composition of readership (%)
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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Extrapolation of readers in thousand
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
Composition of readership (%)
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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Extrapolation of readers in thousand
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
Percentage of readers (%)
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
Percentage of readers (%)
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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