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Virginia Business 2009 Audience Survey

Discover the key findings from the 2009 audience survey of Virginia Business magazine, including demographics, travel habits, and consumer preferences. Gain valuable insights to understand and engage with your target audience effectively.

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Virginia Business 2009 Audience Survey

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  1. Virginia Business2009 Audience Survey Who our readers are, what they do, and why this matters…

  2. What is Virginia Business? • The premier source of business information for the state of Virginia • Founded in 1986, entering its 24th year of publication • Statewide, controlled-circulation, glossy, the only magazine of its type in Virginia • Approximately 30,000 copies distributed monthly toc-suite executives and government leaders • Business Publications Audit (BPA) audited • Each copy of the magazine reaches nearly three readers. Total readership is approximately 75,000 But, our success is really about who we reach, not how many… 2009 Audience Survey

  3. Who is MRI? • For more than 25 years, Mediamark Research & Intelligence (MRI) has been a dominant voice in media and consumer research in the United States. • MRI's Survey of the American Consumer™ is the primary source of audience data for the U.S. consumer magazine industry. • Similar to Nielsen for television, Scarborough for newspapers and Arbitron for radio, MRI’s nationally-syndicated consumer magazine study is used by all major national media buyers and advertising agencies in the U.S. For magazines, MRI is the best in class research company. 2009 Audience Survey

  4. Methodology 2009 Audience Survey

  5. The MRI index Certain data within this survey includes an “MRI Index.” These scores are computed in comparison to MRI’s national Survey of the American Consumer. For example, 86.8% of Virginia Business’ subscribers took a domestic trip in the last 12 months while 52.5% of MRI U.S. Adults have done so. (86.8  52.5) X 100 = 165. An index of 100 indicates no difference between the respondents and U.S. Adults. An index of 165 means the incidence of taking a domestic trip in the last 12 months among Virginia Business’ subscribers is 65% greater than that of all U.S. Adults. Data from the MRI Spring 2008 Syndicated Study was used to calculate all indices. 2009 Audience Survey

  6. Targeted Audience 2009 Audience Survey

  7. Frequency of reading • On the average, out of four issues that are published, how many issues of Virginia Business do you read or look into? The average issue’s readership is 89 percent! Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study n = 556 2009 Audience Survey

  8. Who reads Virginia Business? • Are you any of the following for your company? n = 519 Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study 2009 Audience Survey

  9. Company Size • What are the approximate gross annual sales or revenues of your entire company, including all plants, branches divisions and subsidiaries? • How many employees are there in your entire company, including all plants, branches and subsidiaries? MRIIndex 56 189 255 171 n = 519 n = 513 Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study 2009 Audience Survey

  10. Demographics 2009 Audience Survey

  11. Upscale demographics Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study 2009 Audience Survey

  12. Upscale consumers • How much did you spend on fine jewelry/watches in the past 12 months? Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study 2009 Audience Survey

  13. Travel 2009 Audience Survey

  14. Foreign and domestic travel • Have you personally taken any trips of more than one day’s duration within the continental United States in the last 12 months? How many? • Have you personally taken a trip outside of the continental United States or to Alaska or Hawaii in the last three years? MRI Index = 204 n = 558 n = 472 Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study 2009 Audience Survey

  15. Travel within Virginia • How many? • Have you personally taken a trip of more than one day’s duration within Virginia in the past 12 months? n = 443 n = 443 Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study 2009 Audience Survey

  16. Heavy travelers: Hotel preferences One in five (20.6%) Virginia Business subscribers is a “heavy traveler,” meaning they took nine or more domestic trips in the past twelve months and at least one foreign trip within the past three years. • At which of these hotels have you stayed in the past 12 months? National Chains Selected Virginia Properties n = 110 n = 110 2009 Audience Survey Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study

  17. Heavy travelers: Rental car preferences One in five (20.6%) Virginia Business subscribers is a “heavy traveler,” meaning they took nine or more domestic trips in the past twelve months and at least one foreign trip within the past three years. • Have you personally rented a car in the past 12 months? • From which of the following companies did you rent a car in the past 12 months? n = 115 Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study n = 90 2009 Audience Survey

  18. Decision-makers 2009 Audience Survey

  19. Company decision-makers • In your present position have you been involved with initiating, recommending, ordering or approving the purchase of any of these for your company in the past 12 months? n = 506 Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study 2009 Audience Survey

  20. Travel Planners: Off-site meetings Forty-seven percent of Virginia Business subscribers are company decision-makers for meeting and travel purchases. They have been directly involved in initiating, recommending or approving convention/meeting sites or travel arrangements in the past 12 months. • Does your company plan to hold any off-site meetings in the next 12 months? • Approximately how many off-site meetings does your company plan to hold in the next 12 months? n = 236 Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study n = 102 2009 Audience Survey

  21. Economic development:Business expansion • Which of the following region(s) of Virginia will your company consider as an option for a future location? • Does your company plan to add satellite offices, expand its current physical plant and/or move to a new location within the next two years? n = 517 n = 102 Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study 2009 Audience Survey

  22. Executive education Two of three (65.1%) of Virginia Business subscribers have attended a Virginia college for a degree program, while only 13.5% of them have attended Virginia schools for executive education. • Which of the following colleges and/or universities in Virginia have you attended for a degree program? • Which of the following colleges and/or universities in Virginia have you attended for executive education? n = 519 n = 473 Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study 2009 Audience Survey

  23. Reader Engagement 2009 Audience Survey

  24. A “must read” • Do you consider Virginia Business a “must read?” n = 533 Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study 2009 Audience Survey

  25. Content Engagement Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study n = 522 to 551 2009 Audience Survey

  26. Are we getting better? • Compared to one year ago, would you say that the content of Virginia Business has gotten better, worse or stayed the same? n = 547 Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study 2009 Audience Survey

  27. Advertising Engagement Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study n = 540 2009 Audience Survey

  28. Advertiser perception • Are you more likely to regard a company as a serious player in the marketplace after seeing its ad in Virginia Business? n = 532 Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study 2009 Audience Survey

  29. Competitive Readership 2009 Audience Survey

  30. Readership of other publications • Which of these publications do you read regularly, that is, at least 3 out of every 4 issues? n = 551 Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study Three or more of the last four issues of Virginia Business were read by 87 percent of this audience! 2009 Audience Survey

  31. Comparison to Readers of Other Business Publications* *Other Business Publications include BusinessWeek, Forbes, Fortune and Wall Street Journal. Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study Subscribers of Virginia Business are more affluent and better educated than readers of other business publications*. They are also more likely to be married, older and to be male than readers of the national business magazines. 2009 Audience Survey

  32. Comparison to Readers of Other Business Publications* *Other Business Publications include BusinessWeek, Forbes, Fortune and Wall Street Journal. Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study Virginia Business’ subscribers are well-employed and are more likely to hold management, business and financial job responsibilities. They are actively involved in purchase decisions for their companies and make larger purchase decisions. 2009 Audience Survey

  33. Multimedia Audience 2009 Audience Survey

  34. Total readership Sources: BPA Worldwide - Business Publication Audit, Mediamark Research, Inc. - 2009 Virginia Business Readership Study 2009 Audience Survey

  35. Online audience • How often do you visit Virginia Business’ Web site in an average month? • Have you ever visited Virginia Business’ Web site, www.virginiabusiness.com? n = 557 n =111 Source: Mediamark Research, Inc. - 2009 Virginia Business Readership Study 2009 Audience Survey

  36. Total audience OnlineUnique Visitors26,269 Print Readers74,854 Readers who visited in the past 30 days8,234 Totalmonthlyaudience = 92,889 Sources: BPA Worldwide - Business Publication Audit, Mediamark Research, Inc. - 2009 Virginia Business Readership Study, Site Catalyst Web Analytics 2009 Audience Survey

  37. Summary of Findings 2009 Audience Survey

  38. Summary of findings • Virginia Business has highly-engaged readers who respect the magazine and respond to its advertising. • Virginia Business readers are affluent and influential business decision-makers. 54 percent of our readers hold c-suite or higher positions at their companies. • Virginia Business reaches upscale consumers. • The average issue of Virginia Business is read by 89 percent of our subscribers. • Virginia Business has a significantly higher frequency of reading and significantly better audience demographics than national business publications and consumer magazines. • Our unduplicated net audience in print and online exceeds 90,000 readers/visitors each month. Virginia Business:Targeted, Qualified, Engaged 2009 Audience Survey

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