Readership Structure Analysis CZAIA MARKET RESEARCH

Transcription

1 Readership Structure Analysis

2 Table of contents About the Börsen-Zeitung 3 Consumer survey factfile 4 Summary 5 Demography and occupational features 6 Gender and age 7 Education 8 Position in the company 9 Main focuses of professional activity 10 Customer support 11 User behaviour of the Börsen-Zeitung 12 Frequency of reading 14 Frequency of looking into 15 Amount of time spent reading 16 Reader-journal loyalty 17 Handling 18 Secondary readers Competences of the Börsen-Zeitung 21 Section assessment 22 Best reporting Leading position in financial,market reporting 29 Most important title in everyday professional life 30 Conclusion 31 2

3 About the Börsen-Zeitung The Börsen-Zeitung is the only exclusively daily financial newspaper in Germany. Without distribution loss, it reaches an exclusive clientele of decision-makers in the corporate and financial sectors. Frequency of publication Distribution channels Editorial focus Price and tables section Goal Claim 5 times a week (Tuesday to Saturday) 98 % of the circulation is distributed by subscription Financial markets, company reports and banking industry No other daily newspaper offers such a complete investment tableau in every issue Analytic reporting and precise commentary - decision support for professionals Up-to-date, credible, reliable, high level of competence regarding financial and capital market issues Source: Publishers of Börsen-Zeitung 3

4 Consumer survey factfile Population Subscribers to the Börsen-Zeitung Sample Of subscriber file provided by the publishers Data collection Subjects Telephone interviews (C.A.T.I.) from 11 November to 4 December interviews (net) Institute Czaia Marktforschung GmbH, Bremen responsible e.g. for the study, 'Financial Community' of iq media marketing GmbH, as well as for the 'LAE Readership Survey of Decision- Makers in Industry and Administration' 4

5 Summary The findings of this research provide impressive evidence that the readers of the Börsen-Zeitung are among the most important decision-makers in the financial community. Important information in advance: Readers Secondary readers Reader-journal loyalty Almost every other reader is at the 1st or 2. management level By advertising in the Börsen-Zeitung reach decision-makers without distribution loss 6 out of 10 readers have direct customer contact and more than half of them serve institutional clients Readers of the Börsen- Zeitung perform a sales intermediary function The average number of secondary readers is 3.4 people A multiplier effect on their advertising Exceptionally high A high level of credibility for their advertising 5

6 Demography and occupational features 6

7 Demography Gender and age The readers of the Börsen-Zeitung are predominantly men and at the professionally active age of between 30 and 59 (on average 44 years old). Gender Male 83 Female 17 Age Up to 29 years old 6 30 to 39 years old to 49 years old to 59 years old years and older 7 7

8 Demography Education 87% of readers have "A" levels or an advanced technical college certificate, 3/4 of readers have successfully completed their studies. Education Secondary school without "A" levels 12 "A" levels / advanced technical college certificate or higher education entrance qualification 87 Studies / university of applied sciences degree 76 8

9 Demography Position in the company Almost every other reader is at the 1st or 2nd management level, i.e. from senior heads of departments through to members of the management board, and 2/3 of them belong to the highest decision-making bodies. Other position Section head Authorised representative Other employee 35 % 65 % 1st and 2nd management level Managment board member Managing director Director Authorised signatory (Senior) head of department 9

10 Demography Main focuses of professional activity Capital investment (Strategy/consulting/investments of private/ corporate customers,institutional investors, asset management, fund management) General staff (Press and PR work, investor relations, general management) Financial analysis Proprietary trading Mergers & aquisitions / private equity Customer advisory service - Financing (corporate customers and institutional investors) Credtworthiness assessment Finances in listed companies Stock exchange trading Tax consultancy/auditing Other main focus Question: Now we will turn to your professional environment: What are the main focuses of your activity? multiple responses / combined 10

11 Demography Customers 6 out of 10 readers have direct customer contact Direct customer contact Yes 62 of which consulting for... (multiple responses) Private customers 48 Corporate customers Institutional customers No direct customer contact 38 11

12 User behaviour of the Börsen-Zeitung 12

13 User behaviour The readers of the Börsen-Zeitung generally use each issue and spend between 20 and 30 minutes doing so. They demonstrate exceptionally high reader-journal loyalty. Just under 8 out of 10 would (very) greatly miss the Börsen-Zeitung if they could not longer obtain it. 13

14 User behaviour Frequency of reading Frequency of reading Regular, i.e. every or almost every issue 77 Frequent, i.e. about every other issue 12 Occasonally, i.e. about every 3rd to 4th issue 9 Less frequently 2 Question: Please first tell me how often you use the Börsen-Zeitung. Is that... 14

15 User behaviour Frequency of looking into Frequency of looking into Once 72 Twice 19 Three times and more often 10 Question: How often do you usually pick up a copy of the Börsen-Zeitung in order to browse or read it? 15

16 User behaviour Amount of time spent reading Average amount of time spent reading in minutes: 22 minutes Amount of time spent reading Under 10 minutes 4 10 to under 20 minutes to under 30 minutes 30 to under 45 minutes minutes and longer 10 Question: For how long do you generally read each issue of the Börsen-Zeitung? If you pick up the newspaper more than once, please add up all the time spent reading it. 16

17 User behaviour Reader-journal loyalty Reader-journal loyalty Very strong 27 Strong 50 Less strong 21 None 1 Question: If you were, for whatever reason, no longer able to obtain the Börsen-Zeitung, would you miss it very greatly, greatly, less greatly or not at all? 17

18 User behaviour Handling Handling (multiple responses) Collection / archiving of all issues 19 Collection / archiving of individual issues 13 Collection / archiving of individual articles 25 Newspaper is handed onto others 36 Question: When you have finished reading the Börsen-Zeitung, what do you normally do with your newspaper? 18

19 User behaviour Secondary readers The Börsen-Zeitung is not used individually but passed around within the company, departments: a multiplier effect on advertising. 19

20 User behaviour Secondary readers Average number of secondary readers: 3,4 Average number of secondary readers NB: estimate by subjects, no range No secondary readers 1 secondary reader 2 secondary readers 3 secondary readers 4 to 5 secondary readers and more secondary readers 11 Question: How may people, apart from you, also read your copy of the Börsen-Zeitung? 20

21 Competences of the Börsen-Zeitung 21

22 Section assessment Average grade on a 6-grade scale (grade 1 = very good) Banks and finances Capital markets Companies and sectors Opinion and analysis Price section for stocks Economy and politics Law and capital market Financial market calendar Asset management Portfolio Investment products Investment funds Final investment page Derivatives Investment fund unit table Properties Question: I will now name different sections of the Börsen-Zeitung. Please rate the reporting in these with a grade from 1 to 6. Grade 1 means 'very good' and grade 6 'very poor'. You can use any grade from 1 to 6 to make your assessment. 22

23 Best reporting Börsen-Zeitung vs. Handelsblatt Equity market Banks and financial sector Derivatives and certificates Investment funds Companies and sectors Business and economic policy Question: How do you rate the reporting about? In your opinion, which title reports best about this? Those who read both the Börsen-Zeitung and the Handelsblatt were surveyed (118 subjects) Börsen-Zeitung Handelsblatt 23

24 Best reporting Börsen-Zeitung vs. Handelsblatt Law and capital market Asset management and asset allocation Bonds / fixed-income paper Private equity companies IPOs Mergers & aquisitions (M & A) Börsen-Zeitung Handelsblatt Question: How do you rate the reporting about? In your opinion, which title reports best about this? Those who read both the Börsen-Zeitung and the Handelsblatt were surveyed (118 subjects). 24

25 Best reporting Börsen-Zeitung vs. FAZ Equity market Banks and financial sector Derivatives and certificates Investment funds Companies and sectors Business and economic policy Börsen-Zeitung Frankfurter Allgemeine Zeitung Question: How do you rate the reporting about? In your opinion, which title reports best about this? Those who read both the Börsen-Zeitung and the Frankfurter Allgemeine Zeitung were surveyed (90 subjects). 25

26 Best reporting Börsen-Zeitung vs. FAZ Law and capital market Asset management and asset allocation 3 50 Bonds/fixed-income paper Private equity companies 6 44 IPOs 2 51 Mergers & aquisitions (M & A) 46 3 Börsen-Zeitung Frankfurter Allgemeine Zeitung Question: How do you rate the reporting about? In your opinion, which title reports best about this? Those who read both the Börsen-Zeitung and the Frankfurter Allgemeine Zeitung were surveyed (90 subjects). 26

27 Best reporting Börsen-Zeitung vs. FTD Equity market Banks and financial sector Derivatives and certificates Investment funds Companies and sectors Business and economic policy Börsen-Zeitung Financial Times Deutschland Question: How do you rate the reporting about? In your opinion, which title reports best about this? Those who read both the Börsen-Zeitung and the Frankfurter Times Deutschland were surveyed (88 subjects). 27

28 Best reporting Börsen-Zeitung vs. FTD Law and capital market Asset management and asset allocation Bonds/fixed-income paper Private equity companies IPOs Mergers & aquisitions (M & A) Börsen-Zeitung Financial Times Deutschland Question: How do you rate the reporting about? In your opinion, which title reports best about this? Those who read both the Börsen-Zeitung and the Frankfurter Times Deutschland were surveyed (88 subjects). 28

29 Leading position in financial market reporting Average grades Börsen-Zeitung 1.7 Handelsblatt 1.9 Frankfurter Allgemeine Zeitung 2.1 Financial Times Deutschland 2.3 Question: We have just been discussing individual financial market topics. Now think about the financial market as a whole. To what extent does... (title) have a leading position in reporting about the financial market as a whole? Give me a grade from 1 to 6. In this case, grade 1 = "Leading position in reporting is absolutely correct" and grade 6 = "is totally incorrect". You can use any grade from 1 to 6 to make your assessment. 29

30 Most important title in everyday professional life Börsen-Zeitung 42 Handelsblatt 19 Frankfurter Allgemeine Zeitung 17 Financial Times Deutschland 8 Question: Which three newspapers and / or magazines are the most important for you personally when you would to be informed about professional matters? Please first name the title that is most important to you in everyday professional life. (open question) 30

31 Conclusion Like the preceding study, this one clearly demonstrates the significance of the Börsen-Zeitung. The Börsen-Zeitung is read by a decision-making and opinion-forming target group and, through its type of reporting, is regarded as having a high level of competence across all parts of the financial markets. 31