Media Growth Summit, April 6, 2017 PRESENTED BY: Rick Kline Sr., CEO

About Gardner Founded 1928 Don Gardner started with Modern Machine Shop Magazine His daughter Helen Gardner married Richard S. Kline Kline family owns the business today Privately Owned Fourth Generation Family Business 160 Employees “Time Passes, conditions change, the world progresses – those who are found keeping pace with the new order of things are those young enough in mind and spirit to recognize the value of the new and to make themselves part of it.” – Don G. Gardner, Founder, Gardner Business Media, June 1928

OUR MARKETS Durable goods markets with a high turn over of technology, capital equipment, and a high level of consumables. OUR FOCUS Geographic expansion of existing brands. Domestic expansion of offerings for existing brands. Expansion to new market categories.

Competitive Advantages Deep Access To Our Customers At The Highest Level Organizationally Critical Long Term Association Partnerships Areas We Don’t Compete We Collaborate Outstanding Employees Nepotism (Not Just Our Family – ~16 Generational Parent Child/Sibling/Spouse Relationships) Open Book Management Choice To Have A Fun And Personally Rewarding Creative Environment Research

Gardner Media 2020 Roadmap Why Recognize the value of the new Making people a part of it  How By being the preeminent thought leader and the most trusted resource in manufacturing  What Content: We present useful and engaging content in meaningful ways that connects manufacturers with suppliers. Audience: We describe, predict behaviors of, and prescribe actionable insights about the marketplace. Sales: We consult with our prospects to find opportunities to grow their business by connecting them with our audience.

Media Usage Study Methodology HISTORICAL: Survey founded in 2010; 6th edition Started as research on media usage in manufacturing; evolved to include buying behavior / vendor selection. 2016-2017: 1,637 responses collected between 10/24/16 – 12/12/16 Responses were collected exclusively online 60% respondents were Gardner Business Media magazine subscribers / 40% non-subscribers NEW THIS YEAR A separate survey was delivered to equipment suppliers in order to investigate the relationship between end user buying behavior / media usage and supplier marketing intentions and perceptions. 1 © 2017 Gardner Business Media, Inc  •  All Rights Reserved

Media Usage Study Objectives Takeaways Examine how today’s industrial buyer is using media? What content channels are most useful? What advertising channels are most useful? Explore what motivates and impacts the industrial buyers vendor selection and purchasing decision? What does today’s buying team look like? What media are they using? What considerations most influence decision making? What do the following topics mean to today’s industrial marketer? Brand Buying Considerations Next Generation Digital Media The Industrial Buying Cycle 2 © 2017 Gardner Business Media, Inc  •  All Rights Reserved

Media Usage Study Push advertising and brand recognition drive demand generation. Three of the top 5 advertising drivers are push related. The other two (search and supplier sites) are brand dependent.

Buying Factors Important To Our Audience Factors Our Suppliers Think are Important in Messaging

The Next Generation is Coming, but they’re not Buying. Yet! Nearly 65% of purchasing approvals are from professionals over 40 with the biggest percentage (37%) residing with titles over 50 years old. Next generation relies more heavily on digital for research, but doesn’t want to be advertised to in the process. Especially in search and in video. • Significant gap between video and search advertising vs. content usefulness • Invest in solutions rich, search and social friendly, tools like video and website content SUMMARY: Senior level professionals still drive purchasing decisions. But, industrial marketers should be laying a foundation for next generation decision-makers. Much like their predecessors and mentors, the next generation is conditioned by push media and captured by pull media. Specific areas to evolve are in video and website development. Next generation trusts validated sources – events, industry outlets, etc. • Gravitates more towards industry websites, industry conferences, industry shows

Social Media The impression is, though, that it is not that valuable. Adoption has increased. Use the media most influential for the people you are trying to reach.

Times continue to change. Here’s ways you can evolve with them: SUMMARY Times continue to change. Here’s ways you can evolve with them: The size and composition of buying teams is becoming more varied. The number of outlets available to reach buyers is becoming more vast. Build your brand Develop content Focus on solutions The availability of data is increasing. Don’t count just what you can count; count on what counts to your customer! Buyers do not want to be looked as a set of data or as a lead. They want to be educated and serviced. As a result, it’s become more important to reach influencers throughout the industrial buying cycle. HOW? An integrated marketing program that relies on building awareness and demand through thoughtfully-messaged push components that drive prospects to solutions-based, benefit-driven pull destinations.

Gardner Business Media, Inc. Thank you! Rick Kline Sr. Gardner Business Media, Inc. rkline@gardnerweb.com