The readership analysis decision-makers 2014.

The readership analysis decision-makers 2014.
LAE 2014
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
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
CHANGES IN THE LAE 2014
.
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
THE READERSHIP ANALYSIS DECISIONS-MAKERS 2014
LAE 2014 – offers detailed insights into employees, companies, investments and media
media usage /
Print / Online / Apps
occupational groups / positions /
management functions / decision-making
powers
company information / sectors /
turnover / employees
Lifestyle / fashion / travel
Private investments /
health insurance
Sustainability / Corporate
Social Responsibility
Industry / Production /
Energy/ R&D / Construction
LAE 2014
financial planning / investments
investment financing / leasing
office
communications / IT /
office furniture
transport/logistics / transport /
logistics /hybrid technology
business travel / trade fairs / congresses
/ seminars / further education
5
DECISION-MAKERS – A TOP TARGET GROUP
one in two people in
Germany are part of the
working population
One in ten of these self-employed
businesspeople, independent
professionals, salaried employees
Seven in ten working people are and civil servants belong to the LAE
self-employed, salaried
target group of decision-makers
employees, independent
professionals or civil servants
Base. ma 2014 Press media I
6
OCCUPATIONAL GROUPS IN THE LAE 2014
not everyone is a decision-maker.
self-employed
Only entrepreneurs
with at least 6
employees
independent
professionals
All members of the
independent
professions with at
least 1 employee
Man. executives
senior civil servants
Personal net monthly
income of at least
€ 3,200
from pay grade A 14
7
DECISION-MAKERS IN GERMANY
LAE 2014 all decision-makers: 2,779 thous.
1.510 1.516
LAE 2013 (in thous.)
LAE 2014 (in thous.)
518
555
19.1% 20.0%
self-employed
461
483
17.0% 17.4%
independent prof.
55.7% 54.6%
management
executives
224
225
8.3%
8.1%
senior civil servants
8
THE TYPICAL DECISION-MAKER
mainly male – well educated – affluent
AGE
GENDER
men
47.8
81%
19%
years
women
27% GROSS YEARLY INCOME 100,000 € AND ABOVE
UNIVERSITY ENTRANCE QUALIFICATION74%
UNIVERSITY DEGREE 36%
48% PROPRIETOR/DIRECTOR *
PHD/ POST-DOC 8%
*Base. self-employed, independent professionals, man. executives
9
GUARANTEED TARGET GROUP QUALITY
something no other survey offers.
Strict criteria for the
1selection
of respondents
Quotas:
occupational groups
sectors
company size
income
Federal states
addresses:
self-employed
employees
Optimum concept for
2 respondent
contact
Best mix of
CAPI
Computer Assisted
Personal Interviews
CASI
Computer Assisted
Self Interviews
control of interviews
3 byIn-depth
the Mafo institute
quotas
addresses
times
duration
plausibilities
CATI
Computer Assisted
Telephone Interviews
10
LAE = TOP-target groups
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
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
MEDIA DIVERSITY IN DER LAE 2014
magazines
web sites





Brand eins
Capital
Focus Money
Manager Magazin
WirtschaftsWoche





brand-eins.de
capital.de
siehe Focus.de
manager-magazin.de
wiwo.de





Creditreform
Der Handel
Handwerk Magazin
Impulse
Markt und Mittelstand





creditreform.de
derhandel.de
handwerk-magazin.de
impulse.de
marktundmittelstand.de




Cicero
Focus
Stern
Der Spiegel





Smartphone-Apps
Tablet Apps





Brand eins
Capital
siehe Focus
Manager Magazin
WirtschaftsWoche
 Handwerk Magazin
 Impulse




Creditreform
Der Handel
Handwerk Magazin
Impulse
cicero.de
focus.de
stern.de
spiegel.de
 Focus/ Focus Online
 Stern
 Der Spiegel/Spiegel Online




Cicero
Focus/ Focus Online
Stern
Spiegel/Spiegel Online




Capital
siehe Focus
Manager Magazin
WirtschaftsWoche
 Creditreform
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
LAE = Top media
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
 production / logistics / materials
 finance
 research & development/construction
16
LAE = leading research study for the B-2-B planning
READING HABITS
Paper remanis most important reading source
100
90
80
70
19%
31%
40%
39%
60
50
40
30
76%
60%
43%
20
52%
10
0
total
up to 40 years
prefer paper
40 up to 50 years
50 years and above
no difference
Base: „I prefer to read longer text on paper“ or „no difference if paper or electronic“
18
BUSINESS READING
.
Print is important for business reading
Print*
87%
Internet sites of magazines or newspapers
37%
company internet sites
TV
53%
21%
*Print: political or business magazines, national dailies, trade press
19
SUCCESS STORY FOR THE IQ MEDIA PORTFOLIO
“DIE ZEIT – the leader in the segment in
the weekly and Sunday newspapers and
also bigger than FAZ!“
„WirtschaftsWoche – highest
coverage business magazine, more
cost-efficient than Capital.“
“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 2014
20
SURVEY PROFILE
Publisher
Universe
Field phase
 LAE – Readership survey of
decision-makers e. V.
 2.779 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
 wave 2013:
31.10.2012 – 08.03.2013
 wave 2013:
21.10.2013 – 28.02.2014
Survey method
 Czaia Marktforschung, Bremen /
IFAK Institut, Taunussstein /
MARPLAN, Offenbach a.M. /
Media Markt Analysen, Frankfurt
a.M. /
Infratest, München
Overall responsibility for
methodology
 LAE 2014 Technical Committee
Random sampling / Coordination
 Czaia Marktforschung, TECUM,
Bremen
 Immediate Software, Bremen
 Disproportional quota sample
sample (weighted)
Processing of results
 8,131 cases
 ISBA Informatik Service GmbH,
Hamburg
Extrapolation factor
Field phase (2013 / 2014)
 1 interviewee stands for 342
decision-makers (2,779,000 /
8,131)
21
PLEASE CONTACT US
International Sales
iq media marketing gmbh
Gerda Gavric-Hollender
Kasernenstraße 67
40213 Düsseldorf
Telefon 0211 887 - 2343
Fax 0211 887 - 97 243
E-Mail
[email protected]
22