Decision-Makers’ Attitudes to Business to Business Magazines Presented by Grace Aungier Chief Executive PPA Ireland

PPA Ireland Update Formed in publishers 178 magazines 41 Consumer 32 Specialist 105 B2B Our mission – to encourage, promote and raise professional standards amongst our members Our recent activities have included: –PPA Ireland Magazine Awards –Code of Verification of Circulation –Industry Specific Training Programmes –Research & Marketing

Phase 2 B2B Decision-Makers’ Attitudes to Business to Business Magazines Phase 1 Consumer An Analysis of the Effectiveness and Efficiency of Advertising on the Island of Ireland

Research Background and Objectives Research already exists (PPAUK MPA BRS) “Dig deeper” about magazines in an Irish context to determine the attitudes and perceptions of key decision makers in the business community to B2B magazines to invest in our industry and prove to advertisers what we know is true: that advertising in B2B magazines works

Research Methodology In-depth interviews with media directors 200 telephone questionnaires with readers of business publications All research was conducted independently through the Michael Smurfit Graduate School of Business at UCD

Database: Kompass Ireland Dublin Chamber of CommerceDatabase: Kompass Ireland Dublin Chamber of Commerce Size of CompanySize of Company AgeAge RegionRegion Level of managementLevel of management GenderGender Annual incomeAnnual incomeDecision-makers: People of managerial or executive status with responsibility for purchasing decisions.

Profile of Respondents

Income Bracket

Profile of Respondents by Gender

Age Category

Respondent Job Title

Decision-Makers’ Attitudes to Business to Business Magazines

Media sources used to gain information about your sector (First Preference)

Containing advertising which is useful to your business (First Preference)

Helping you to do your job better (First Preference)

Giving you information you cannot easily find elsewhere (First Preference)

Helping you to keep up-to-date on new products (First Preference)

Media Director “Media that can help build strong relationships between niche groups of consumers and brands are the media that will prosper in the coming years. By implication, it's those media that don't necessarily have high readership or listenership numbers but can clearly demonstrate a higher involvement with core groups of consumers, that will prosper.”

Helping to stimulate new business ideas (First Preference)

Providing you with the best source of information on new products or services (First Preference)

Media that you trust most for information on your sector (First Preference)

Containing advertising you find most annoying or intrusive (First Preference)

“Magazines connect better with people and the advertisements have better impact. The right advert in the right magazine can have a huge impact”. “It is a reflection of the tight targeting of magazines that that the advertising in them is highly relevant to their readers”. Media Director

B2B magazines dominate all other media and are pre-eminent in: Helping you to gain information on your sector Containing advertising which is most relevant and useful Keeping you up to date with new product launches Providing you with information on new products Being the most trusted medium for information on your sector Containing the most effective advertising Summary

B2B publications, complemented by websites, are an essential medium for: Helping you to improve your job performance Stimulating new business ideas Helping you to gain information not easily found elsewhere

Press release National and Business Press Advertising agencies