Business Decision Makers & Magazine Engagement Presented by John Baker Tangible Media With support from Nielsen Media Services

Business Decision Makers Demographic Profiling

There are currently 756,000 Business Decision Makers in New Zealand. This equates to 21.1% of the population 15+ Source: Nielsen CMI Q – Q Base: All People 10+

Who Are They? *Metropolitan – Akl, Hm, Wg, Ch, Dn Source: Nielsen CMI Q – Q Base: All People 10+ Although 54% live in Metropolitan* areas, they are more likely to live in Rural areas (although this accounts for only 18% of the group) Educated – 51% more likely to be University Graduates, and 68% more likely to have undertaken Post-Grad study (Masters, PhD) Business Decision Makers are more likely to be male (60%), with an average age of 46 years Ethnic profile skews towards European & New Zealander – 85% fall in these groups

Source: Nielsen CMI Q – Q Base: All People 10+ Average Personal Income is $71,689 almost twice as high as the national average. Average Household Income is $122,854 – 41% higher than the national average. Who Are They?

Work Is Always At The Front Of Their Mind I often respond to work s at home and at weekends 75% more likely I find it difficult to switch off from work 56% more likely Difficult to balance work and leisure 45% more likely Flexible working arrangements have made my life easier 42% more likely Work is more than just a job 39% more likely Source: Nielsen CMI Q – Q Base: All People 10+ Target: Business Decision Makers - 756,000 Base: AP ,864,000 Source: Nielsen CMI Q – Q Base: All People 10+

Media Engagement How They Interact With Magazines

*Answered ‘yes’ to the question: “During the last 12 months, have you personally participated in any decision on behalf of your employer or company to purchase goods or services”? Source: Nielsen CMI Q – Q Base: All People 15+ Of the 756,000 Business Decision Makers* in New Zealand, 88%, or 663,000 have read a magazine in the last month

Business Decision Makers More Likely To Agree: Source: Nielsen CMI Q – Q Base: AP 15+; Target: Business Decision Makers - 756,000 “Indicate how strongly you agree or disagree with the following statements for magazines”:

81% of Business Decision Makers agree that magazines have great visual appeal. They enjoy their time with magazines and find them relevant and full of ideas. Source: Nielsen CMI Q – Q Base: AP 15+; Target: Business Decision Makers - 756,000

Business Decision Makers More Likely To Agree: Source: Nielsen CMI Q – Q Base: AP 15+; Target: Business Decision Makers - 756,000 “Indicate how strongly you agree or disagree with the following statements for magazines”:

Business Decision Makers find their magazines relevant (72%), inspirational (66%) and thought-provoking (66%). Source: Nielsen CMI Q – Q Base: AP 15+; Target: Business Decision Makers - 756,000

Magazines Rank First On These Engagement Dimensions

These are the seven areas where magazines rank highest for Business Decision Makers compared to other media. The following slides compare these statements for magazines against other media.

What Do Business Decision Makers Think Of Magazines? I get a lot of pleasure from this media 70% I look forward to reading this media 69% I think this media is pretty cool 64% I like to read this media by myself 61% This media often inspires me 47% I don't mind the ads so much in this media 44% Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000 Ads in this media are more relevant to me 32%

Media Engagement I get a lot of pleasure from this media Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000

What Do Business Decision Makers Think Of Magazines? I get a lot of pleasure from this media 70% I look forward to reading this media 69% I think this media is pretty cool 64% Ads in this media are more relevant to me 32% I like to read this media by myself 61% This media often inspires me 47% I don't mind the ads so much in this media 44% Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000

Media Engagement I look forward to this medium Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000

What Do Business Decision Makers Think Of Magazines? I get a lot of pleasure from this media 70% I look forward to reading this media 69% I think this media is pretty cool 64% I like to read this media by myself 61% This media often inspires me 47% I don't mind the ads so much in this media 44% Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000 Ads in this media are more relevant to me 32%

Media Engagement I think this media is pretty cool Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000

What Do Business Decision Makers Think Of Magazines? I look forward to reading this media 69% I think this media is pretty cool 64% Ads in this media are more relevant to me 32% I like to read this media by myself 61% This media often inspires me 47% I don't mind the ads so much in this media 44% Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000 Ads in this media are more relevant to me 32% I get a lot of pleasure from this media 70% Ads in this media are more relevant to me 32%

Media Engagement Ads in this media are more relevant to me Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000

What Do Business Decision Makers Think Of Magazines? I get a lot of pleasure from this media 70% I look forward to reading this media 69% I think this media is pretty cool 64% I like to read this media by myself 61% This media often inspires me 47% I don't mind the ads so much in this media 44% Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000 Ads in this media are more relevant to me 32%

Media Engagement I don’t mind the ads so much in this media Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000

What Do Business Decision Makers Think Of Magazines? I get a lot of pleasure from this media 70% I look forward to reading this media 69% I think this media is pretty cool 64% Ads in this media are more relevant to me 32% I like to read this media by myself 61% This media often inspires me 47% I don't mind the ads so much in this media 44% Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000

Media Engagement I like to read this media by myself Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000

What Do Business Decision Makers Think Of Magazines? I get a lot of pleasure from this media 70% I look forward to reading this media 69% I think this media is pretty cool 64% I like to read this media by myself 61% This media often inspires me 47% I don't mind the ads so much in this media 44% Ads in this media are more relevant to me 32% Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000

Media Engagement This media often inspires me Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000

Magazines Rank Second On These Engagement Dimensions

Amongst Business Decision Makers, magazines are second only to cinema for being a personal treat. They are ranked only second after TV for entertainment. Source: Nielsen CMI Q – Q Base: All People 15+; Target: Business Decision Makers - 756,000

What Do Business Decision Makers Think Of Magazines? It is my personal treat 52% It is good entertainment value 61% Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000 Information I get from this media is trustworthy 55% It puts me in a good mood 51% I get caught up with this media 46% Information I get from this media is credible 55%

Media Engagement It is my personal treat Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000

What Do Business Decision Makers Think Of Magazines? It is my personal treat 52% It is good entertainment value 61% Information I get from this media is trustworthy 55% It puts me in a good mood 51% I get caught up with this media 46% Information I get from this media is credible 55% Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000

Media Engagement Information I get from this media is trustworthy Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000

What Do Business Decision Makers Think Of Magazines? It is my personal treat 52% It is good entertainment value 61% Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000 Information I get from this media is trustworthy 55% It puts me in a good mood 51% I get caught up with this media 46% Information I get from this media is credible 55%

Media Engagement It puts me in a good mood Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000

What Do Business Decision Makers Think Of Magazines? It is my personal treat 52% It is good entertainment value 61% Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000 Information I get from this media is trustworthy 55% It puts me in a good mood 51% I get caught up with this media 46% Information I get from this media is credible 55%

Media Engagement Information I Get From This Media Is Credible Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000

What Do Business Decision Makers Think Of Magazines? It is my personal treat 52% It is good entertainment value 61% Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000 Information I get from this media is trustworthy 55% It puts me in a good mood 51% I get caught up with this media 46% Information I get from this media is credible 55%

Media Engagement I get caught up with this media Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000

What Do Business Decision Makers Think Of Magazines? It is my personal treat 52% It is good entertainment value 61% Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000 Information I get from this media is trustworthy 55% It puts me in a good mood 51% I get caught up with this media 46% Information I get from this media is credible 55%

Media Engagement It is good entertainment value Source: Nielsen CMI Q – Q Base: Business Decision Makers – 756,000

Key Findings Business Decision Makers are an affluent high-spending group. They are a very work-focussed group – this can be seen from their highest indexing attitudinal statements and their activities. They engage with magazines more than the general population. They find their magazines enjoyable, relevant and thought- provoking. Magazines rank highest for them when compared to other media for seven core dimensions. Elsewhere, magazines are still an important media for putting them in a good mood, as a treat media, and for entertainment.

Appendices

About CMI The core of CMI is the National Readership Survey, a comprehensive, nationally representative, independently audited survey of 12,000 face to face interviews conducted from late January to December each year. The interview together with a self-completion diary give us a comprehensive view of more than just media habits. We also ask a range of attitudinal, behavioural and product usage questions. This gives us a broad picture of the respondents CMI provides: Access to more than 50,000 insight opportunities Trending opportunities – data covering more than 20 years CMI can be used to: track categories, brands, usage, occasions, channel, behaviours, penetration into target markets profile consumers, buyers, high value consumers, opportunity groups explore opportunities and gaps in the market identify key media usage behaviour for communications strategy

About Media Engagement New Model Media Engagement was launched in early A separate specialised engagement survey was conducted online with 3,000 respondents. Their responses are fused into CMI using like with like respondents based on their media usage Engagement metrics are designed to show how readers think and feel when they are using media All the questions included in this document are from New Model Media Engagement and are not comparable to previous results (prior to Quarter ) More information on Media Engagement is available on request, please contact your Account Manager at Nielsen for further information