The Power of B2B Media Study: A Vital New Sales Tool for Our Industry Joe Pramberger President Tech Briefs Media Group April 7, 2017

Purpose Provide independent market research of purchasing decision-makers and influencers across the B2B universe Focus on how business professionals – by age group – consume information needed for their jobs, how they act on that information, and how their behavior may change in the future (next 3-5 years)

Methodology Three media owners across five markets Each provided Nth name list Survey conducted September 2016 E-mail invitation, online questionnaire 1,351 total respondents MediaGrowth Research coordinated the data collection and reporting of results

Survey Participants by Industry 2016 Power of B2B Media Study – Confidential

Survey Participants by Age Group 2016 Power of B2B Media Study – Confidential

Information Sources Used for Industry-Related Content 2016 Power of B2B Media Study – Confidential

How Frequently Information Sources Are Used Print Magazines Digital Magazines Daily Weekly Monthly < Monthly Never Newsletters 2016 Power of B2B Media Study – Confidential

How Frequently Information Sources Are Used Websites Conferences/Trade Shows Daily Weekly Monthly < Monthly Never Webcasts/Virtual Events Video 2016 Power of B2B Media Study – Confidential

How Frequently Information Sources Are Used Manufacturers’ Info Social Media Daily Weekly Monthly < Monthly Never Mobile Apps 2016 Power of B2B Media Study – Confidential

Use of Print Magazines, by Age Group 2016 Power of B2B Media Study – Confidential

Use of Digital Magazines, by Age Group 2016 Power of B2B Media Study – Confidential

Use of Newsletters, by Age Group 2016 Power of B2B Media Study – Confidential

Use of Websites, by Age Group 2016 Power of B2B Media Study – Confidential

Use of Conferences or Trade Shows, by Age Group 2016 Power of B2B Media Study – Confidential

Use of Webcasts/Virtual Events, by Age Group 2016 Power of B2B Media Study – Confidential

Use of Video, by Age Group 2016 Power of B2B Media Study – Confidential

Use of Social Media, by Age Group 2016 Power of B2B Media Study – Confidential

How the Importance of Information Sources Are Likely to Change in the Next 3 – 5 Years 2016 Power of B2B Media Study – Confidential

Importance of Print Magazines Next 3 – 5 Years Averages By Age Group 5 = much more important 4 = more important 3 = no change 2 = less important 1 = much less important 2016 Power of B2B Media Study – Confidential

Importance of Digital Magazines Next 3 – 5 Years Averages by Age Group 5 = much more important 4 = more important 3 = no change 2 = less important 1 = much less important 2016 Power of B2B Media Study – Confidential

Importance of Newsletters Next 3 – 5 Years Averages by Age Group 5 = much more important 4 = more important 3 = no change 2 = less important 1 = much less important 2016 Power of B2B Media Study – Confidential

Importance of Websites Next 3 – 5 Years Averages by Age Group 5 = much more important 4 = more important 3 = no change 2 = less important 1 = much less important 2016 Power of B2B Media Study – Confidential

Importance of Conferences/Trade Shows Next 3 – 5 Years Averages by Age Group 5 = much more important 4 = more important 3 = no change 2 = less important 1 = much less important 2016 Power of B2B Media Study – Confidential

Importance of Webcasts/Virtual Events Next 3 – 5 Years Averages by Age Group 5 = much more important 4 = more important 3 = no change 2 = less important 1 = much less important 2016 Power of B2B Media Study – Confidential

Importance of Video Next 3 – 5 Years Averages by Age Group 5 = much more important 4 = more important 3 = no change 2 = less important 1 = much less important 2016 Power of B2B Media Study – Confidential

Importance of Social Media Next 3 – 5 Years Averages by Age Group 5 = much more important 4 = more important 3 = no change 2 = less important 1 = much less important 2016 Power of B2B Media Study – Confidential

How Helpful Are Information Sources for Learning about New Products, Equipment, Services, and Suppliers 2016 Power of B2B Media Study – Confidential

How Helpful Are Information Sources for Learning about New Products, Equipment, Services, and Suppliers 2016 Power of B2B Media Study – Confidential

How Helpful Are Various Types of Information from Industry Suppliers in Making Purchasing Decisions 2016 Power of B2B Media Study – Confidential

How Helpful Are Various Types of Information from Industry Suppliers in Making Purchasing Decisions 2016 Power of B2B Media Study – Confidential

Actions Taken in the Last 12 Months as a Result of Seeing Ads in Industry Magazines and Newsletters 2016 Power of B2B Media Study – Confidential

Benefits of the Study Opens doors Demonstrates leadership Myth buster Supports case for integrated media buy Market-focused reports add value Strength in numbers

Challenges & Needs Greater participation by media owners across the spectrum and in specific markets Raising awareness: Press coverage, marketing pieces – getting the attention of the C-suite Executive summary of results Attracting partner organizations to bolster credibility

A BIG THANK YOU To Kathi Simonsen and Roscoe Smith for getting this study off the ground!

Questions? Joe Pramberger joe@techbriefs.com Office: 212-490-3999, ext. 5505 Cell: 917-842-4994