2012 Federal Media and Marketing Study Overview April 12, 2012 | Fourth Annual Release
© 2012 MARKET CONNECTIONS, INC. FEDERAL MEDIA & MARKETING STUDY 2012 2
Follow us on Twitter!
@mkt_connections #FedMedia
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 3
Contents • Study Goals and Background • Methodology and Survey Topic Areas • Study Highlights
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 4
Goals
• Provide a single independent source of survey data that will: o Assist companies targeting the federal government in developing marketing plans and guiding media placement
o Help media outlets assess their position alongside both traditional and new media options • Provide instant access to all data with an easy-to-use online analytic tool.
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 5
Expanded Topics
• Mobile: Exactly which mobile sites are federal executives visiting?
• Tools: Which hand-held devices are used most for accessing email, websites, video, social and other media?
• Blogs: Which are the most popular federal-focused blogs?
• Job functions and purchase categories: Cloud computing, Cybersecurity and Health IT have been added this year.
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 Survey Background
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 7
Background What tools do we currently have to measure and compare media options in the federal market?
PRINT • BPA/ABC statements qualify “receivership” • Subscriber studies WEB SITES • Third party ad servers and measuring companies
Traditionally, the media community has had to evaluate all of these information sources separately for the federal market.
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 8
Methodology
• Comprehensive respondent base o 12 publications o Market Connections’ proprietary databases o Associations and other websites • Over 109,000 unique email addresses • Online survey fielded in January 2012 – March 2012 • Sample size: Over 3,700 • Data weighted to ensure publications were not over- or under- represented in sample
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 9
Respondent Base
Armed Forces Journal Federal Times Aviation Week & Space Government Computer News Technology Government Executive C4ISR Journal Government Security News Defense News HSToday Defense Systems Magazine Military.com Defense Technology International NCMA.org DODBuzz.com Market Connections’ databases Federal Computer Week
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 10
Topics Covered
DEMOGRAPHICS: MEDIA USAGE INCLUDING: • Agency • Print • Location • Web sites • Age • Blogs • Gender • Social media • Mobile sites • Education • DC Metro newspapers • Grade/rank • DC Metro radio • DC Metro radio websites JOB FUNCTION • DC Metro TV news stations PURCHASE RESPONSIBILITY TRADE SHOW, VIRTUAL TRADESHOW, WEBINAR ATTENDANCE
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 11
Job Function Accounting, budget and finance Information tech., computers, systems Administration and office services Intel/ security Aviation services/operations Law enforcement/ public safety Communications/telecommunications Legal, law, patent, copyright Cloud computing Logistics Cybersecurity Maintenance and repair Engineering/architecture Medical, health Energy and environmental Project/program management & admin. Emergency response, safety Purchasing, contracting, procurement Executive and command Scientific, mathematics, R&D Facilities, real estate Social sciences, welfare Forestry, wildlife and environment Training, education Health IT Human resources, personnel, benefits
Note: Red text indicates new categories
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 12
Product and Service Purchase Categories Aircraft Engineering products IT security Aviation/aerospace and services IT services products and services Energy conservation Law enforcement/ Building/facilities/real products/services fire/emergency estate/office space Environmental engineering Legal services Command and control services Marketing/media services systems/C4ISR Financial services Office equipment, supplies Cloud computing services Fleet or individual auto Ships and submarines purchases/lease Communications/ Simulation/training Telecommunications Furniture/furnishings equipment/services Computer systems/hardware Ground maintenance Software Consulting services Health IT Travel services Cybersecurity Human resource services Weapons/combat systems Defense comm. systems Intel/ security Education/training Laboratory, scientific classes and services and medical products
Note: Red text indicates new categories FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025
FEDERAL MEDIA & MARKETING STUDY 2012 13
Media Usage Details
• 39 publications • 50 Web sites • 15 Social media sites • 37 Mobile sites • 13 Blogs • 16 DC Metro radio stations and their websites • 10 TV news stations
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 14
Federal Publications
Air Force Magazine Federal Computer Week Military Logistics Forum Air Force Times Federal Times National Guard Armed Forces Journal Government Computer Naval Institute Proceedings Army Magazine News Navy Times Army Times Government Executive Seapower Aviation Week and Space Government Product News Security Technology Government Security News Security Management Contract Management Homeland Security Today Signal C4ISR Journal Jane’s Defense Weekly Special Operations Technology Defense News Marine Corps Times The Officer Defense Systems Military Engineer Defense Technology Military Information International Technology
Note: Red text indicates new categories
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 15
Business & News Media Publications
Bloomberg BusinessWeek Newsweek Time US News and World Report USA Today The Wall Street Journal Washington Post
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 16
Federal Websites
AFCEA.org FederalNewsRadio.com NavyLeague.org AirForceTimes.com FederalTimes.com NavyTimes.com Armed ForcesJournal.com GCN.com NCMAHQ.org ArmyTimes.com GOV.AOL.com Nextgov.com AUSA.org GovExec.com NGAUS.org AviationWeek.com GovPro.com ROA.org C4ISRJournal.com GSNMagazine.com SAME.org Defense.aol.com HSToday.us SecurityMagazine.com DefenseNews.com Janes.com SecurityManagement.com DefenseSystems.com KMImediagroup.com USNI.org DoDBuzz.com MarineCorpsTimes.com FCW.com MILITARY.com
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 17
Business & News Media Websites
Accuweather.com Time.com BusinessWeek.com USAToday.com CNBC.com USNews.com CNN.com WashingtonPost.com CSPAN.org Weather.com FoxNews.com WSJ.com MSNBC.com WTOP.com Newsweek.com
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 18
NEW THIS YEAR Mobile Sites - Federal and General
ABC.com FederalNewsRadio.com SecurityMagazine.com AirForceTimes.com FederalTimes.com Time.com ArmyTimes.com FoxNews.com USAToday.com AviationWeek.com GCN.com USNews.com BloombergBusinessWeek.com GOV.AOL.COM WashingtonBusinessJournal. CBS.com GovExec.com com CNN.com GovPro.com WashingtonExaminer.com CNBC.com HLN.com WashingtonPost.com CSPAN.org MarineCorpsTimes.com WashingtonPostExpress.com DefenseNews.com MILITARY.com DC Rider DefenseSystems.com MSNBC.com Washingtonian.com DoDBuzz.com NavyTimes.com WSJ.com FCW.com NBC.com WTOP.com
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 19
Social Media – Federal and General
Disgover Twitter Facebook Virtual Environments Flickr Wikis GSAInteract YouTube GovLoop Foursquare GovTwit LinkedIn MySpace Scribd StumbleUpon
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 20
Federal Blogs
The Best Defense NextGov Dorobek Insider Oh My Gov! FedBlog Project on Government Oversight Federal Daily Blog Federal News Radio The TSA Blog FedSmith Federal Times Government Executive My Cup of IT
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 21
DC Metro Area
NEWSPAPERS/PUBLICATIONS TV NEWS STATIONS: WEBSITES & MOBILE: 4 NBC WRC Washington Post 5 FOX WTTG Washington Times 7 ABC WJLA Washington Examiner 9 CBS WUSA Washington Post Express News Channel 8 TBD Washingtonian Magazine CNN Washington Business Journal CNBC HLN Headline News Fox News MSNBC
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 22
DC Metro Area Radio Stations & Websites
WAMU 88.5 FM WMAL 630 AM/105.9 FM weta.org WETA 90.9 FM WTEM 980 AM whur.com WPGC 95.5 FM WFED 1500 AM dc101.com WHUR 96.3 FM 1067thefandc.com wmzq.com WASH 97.1 FM federalnewsradio.com wpgc.radio.com WMZQ 98.7 FM mix1073fm.com wtop.com WIHT 99.5 FM theedge1059.com hot995.com WBIG 100.3 FM wmal.com WWDC 101.1 FM espn980.com WTOP 103.5 FM wamu.org WJFK 106.7 FM washfm.com WRQX 107.3 FM wbig.com
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 Study Highlights
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 24
Demographics: Agency Type
44% Civilian or Independent
56% Defense or Military
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 25
Demographics: GSA Region
National Capital 20% Mid-Atlantic 15% Southeast 13% Southwest 11% Pacific Rim 9% Great Lakes 9% Rocky Mountain 4% Northwest 4% Northeast 4% New England 3% Heartland 3% 0% 5% 10% 15% 20% 25%
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 26
Demographics: Age
50% 44%
40% 38%
30%
20% 14%
10% 4%
0% 21 to 34 35 to 44 45 to 54 55+
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 27
Demographics: Education
Doctorate Degree 9%
Master's Degree 36%
Postgraduate Study 10%
College Graduate 24%
Some College 16%
Vocational/Technical Training 4%
High School Graduate/G.E.D. 2%
0% 5% 10% 15% 20% 25% 30% 35% 40%
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 28
Involvement in Purchase Process
Identification of need for product/service 59%
Determination of requirements, specifications or features 52%
Evaluation proposals/bids/quotes 33%
Identification of potential contractors/suppliers 31%
Allocation of budget dollars 25%
Drafting/writing RFP 25%
Make final decision or approve the purchase 25%
0% 20% 40% 60% 80%
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 29
Top Job Functions
Project/program management 25% Informational technology, computers, systems 19% Administration and office services 17% Purchasing, contracting, procurement 15% Training, education 15% Accounting, budget & finance 14% Engineering/architecture 12% Intel/security 10% Executive and command 10% Law enforcement & public safety 9% Maintenance and repair 9% Human resources, personnel, benefits 9%
0% 10% 20% 30%
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 30
Top Product and Service Purchase Categories
Computer systems/hardware 27% Education/training classes & services 21% Software 20% Office equipment & supplies 20% IT services 17% Consulting services 17% Communications/telecommunications 15% Building/facilities/real estate/office space 14% Furniture/furnishings 11% Engineering products/services 10%
0% 10% 20% 30% FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 31
Preferences to Read Trade Publications
In print 35%
Combination of both print & online 28%
Online 19%
Combination of print, online & mobile 12%
No preference 5%
On my mobile device 1%
0% 10% 20% 30% 40%
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 32
Top Federal Publications Read Total Sample IT Purchasers Federal Times 43% Federal Computer Week (FCW) 57% Government Computer News Government Executive 42% (GCN) 47% Federal Computer Week Government Executive 46% (FCW) 36% Government Computer News Federal Times 46% (GCN) 31% Defense News 31% Defense News 30% Army Times 23% Army Times 21% Government Security News 20% Government Security News 15% Security Management 17% Navy Times 15% Navy Times 16% Aviation Week and Space 14% Aviation Week and Space Technology Technology 15% Armed Forces Journal 14% Government Product News 15%
0% 20% 40% 60% 0% 20% 40% 60% FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 33
Top Websites Visited
Total Sample CNN.com 45% Foxnews.com 41% Weather.com 41% WashingtonPost.com 37% GovExec.com 33% FederalTimes.com 32% USAToday.com 31% MSNBC.com 31% Newsweek.com 21% DefenseNews.com 19%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 34
Top Websites Visited
Defense Respondents Civilian Agency Respondents
Foxnews.com 47% CNN.com 44% CNN.com 47% weather.com 42% weather.com 39% WashingtonPost.com 39% Foxnews.com 37% DefenseNews.com 35% FederalTimes.com 36% WashingtonPost.com 34% GovExec.com 35% MSNBC.com 31% USAToday.com 31% MILITARY.com 31% MSNBC.com 30% USAToday.com 31% FCW.com 23% GovExec.com 30% Newsweek.com 22% FederalTimes.com 26% GCN.com 22%
0% 20% 40% 60% 0% 20% 40% 60%
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 35
Mobile Device Usage
Smartphone user 58%
Tablet user 31%
0% 10% 20% 30% 40% 50% 60% 70%
Blackberry iPhone/Android Tablet Use Use Use Work Email 30% 12% 8% Personal Email 10% 36% 18% Social Media 4% 24% 17% News Websites 9% 27% 21% Videos 1% 19% 20%
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 36
NEW THIS YEAR Top Mobile Sites Visited Total Sample CNN.com 20%
Foxnews.com 15%
USAToday.com 13%
WashingtonPost.com 10%
MSNBC.com 9%
GovExec.com 8%
FederalTimes.com 7%
WSJ.com 7%
0% 5% 10% 15% 20% 25%
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 37
Top Mobile Sites Visited by Location
DC Metro Area Outside DC Metro Area
CNN.com 25% CNN.com 18%
WashingtonPost.com 22% Foxnews.com 15%
Foxnews.com 15% USAToday.com 13%
WTOP.com 14% MSNBC.com 8%
GovExec.com 14% FederalTimes.com 7%
USAToday.com 12% GovExec.com 7%
MSNBC.com 12% CBS.com 6%
WSJ.com 10% MILITARY.com 6%
0% 10% 20% 30% 0% 10% 20% 30%
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 38
Online Social Sites Total Use
Are you allowed to access social Facebook 58% networking sites at work? YouTube 46%
LinkedIn 35% 12% Wikis 13%
44% Twitter 11% Flickr 6% LinkedIn use has almost 44% MySpace 5% doubled from 18% last year GovLoop 4%
Yes No Don't know GSA Interact 4%
0% 20% 40% 60%
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 39
NEW THIS YEAR Read blogs 37% Blog Readership Write blogs 13%
0% 10% 20% 30% 40%
Top Blogs Read
NextGov 8%
Government Executive 8%
Federal Times 7%
Federal Daily 4%
FedBlog 4%
FedSmith 3%
0% 2% 4% 6% 8% 10% FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 40
Event Attendance in Past 12 Months
Trade Shows, Conferences, Webinars Industry Events
Attended Virtual Tradeshow 26% Attended 4+ 11% 4+ Yes 9%
Attended 40% Attended 1-3 1-3 49% No 91% Attended Attended 34% 40% None None
0% 50% 0% 50%
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 41
DC Metro Area: TV News
CNN 53% 4 NBC WRC 48% Fox News 43% 5 FOX WTTG 36% 9 CBS WUSA 32% 7 ABC WJLA 28% MSNBC 28% CNBC 15% News Channel 8 TBD 13% HLN Headline News 11%
0% 10% 20% 30% 40% 50% 60%
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 42
DC Metro Area: Radio Radio Stations Radio Websites WTOP 103.5 FM News 57% wtopnews.com 35% WASH 97.1 FM Adult Contemporary 31% federalnewsradio.com 24% WAMU 88.5 FM Public Radio 29% weta.org 10% WBIG 100.3 FM Classic Rock 28% wamu.org 6% WETA 90.9 FM Classical 20% wmal.com 5%
WWDC 101.1 FM Rock 18% washfm.com 5% WMAL AM 630/105.9 FM talk 15% whur.com 5% WFED 1500 AM Fed News Radio 15% dc101.com 4% WMZQ 98.7 FM Country 14% wmzq.com 4% WRQX 107.3 FM Hot Adult Contemporary 14% theedge1059.com 4%
0% 20% 40% 60% 0% 20% 40%
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2011 43
Online Data Tool www.marketconnectionsinc.com/mediastudy
HOW CAN THIS STUDY HELP WITH YOUR STRATEGIC MARKETING? • Know exactly who to target and how to reach them • Understand how federal government decision makers acquire products and services • Improve marketing by aligning the survey findings with your specific information needs
WHY IS THIS STUDY SO UNIQUE? • A dynamic web-based reporting tool allows you to cross-tabulate survey results to create your own customized data views, such as job title and product purchases; or job title and web site visits or publication readership • The study combines demographic, job function, and purchasing data with actual media usage • The survey covers over 25 product and services areas, from weapons systems and IT to human resources and travel
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025 FEDERAL MEDIA & MARKETING STUDY 2012 44
Lisa Dezzutti, President | Market Connections, Inc. 14555 Avion Parkway, Suite 125 | Chantilly, VA 20151 | 703.378.2025 x103 [email protected]
Cathy Cromley, Director of Business Development | Market Connections, Inc. 14555 Avion Parkway, Suite 125 | Chantilly, VA 20151 | 703.378.2025 x108 [email protected]
Sara Leiman, VP Media Director | TMP Government 1600 Tysons Boulevard, Suite 1200 | McLean, Virginia, 22102 | 703.269.0064 [email protected]
FEDERAL MEDIA & MARKETING STUDY 2012 OVERVIEW | MARKET CONNECTIONS, INC. | 703.378.2025