2005 Digital Readership Study

1. 2005 Digital Readership Study New Platforms, New Opportunities

2. Methodology Research Team: • Mosaic Media Partners: questionnaire development, analysis and presentation (www.mosaicmediapartners.com) • Proximity Marketing: fielding and tabulation (www.proximitymarketing.com) Sample: • Random selection of 37,460 digital and 37,457 print subscribers of four 101communications publications:

3. Methodology Fielding: • Internet-based questionnaire • A single email notification with a link to the online questionnaire yielded over 4,000 responses • PIN codes prevented multiple responses Incentive: • Respondents from Application Development Trends, Campus Technology, and Redmond were entered into a drawing to win two iPod mini’s. • Federal Computer Week respondentscould direct $1.00 to their choice of five charities Time of Fielding: • January 7 – January 13, 2005 Response and Weighting: • Responses were matched against the original master file and weighted based on their job function/title to properly represent the total population • The weighted data file contains 4,231 usable cases Margin of Error • +/- 2.0 percentage points, 99% confidence level

4. Respondent Profile Print and Digital Subscribers Have Similar Demographic Profiles 2005 Digital Readership Study

5. Digital Subscribers Print Subscribers Respondent ProfilePrint and Digital Subscribers Have Similar Title/Function Profile Redmond Application Development Trends 1611 Digital, 1373 Print Respondents 327 Digital, 403 Print Respondents IS/IT Mgt. App. Dev./IS Mgt. Network Administrator Sr. App. Dev./IS Mgt. Systems Administrator App. Dev./IS Specialist Executive Management Department Management Consultant Application Management Program Developer Executive Management Network Management Executive App. Dev./IS Management Senior Systems Administrator App. Dev./IS Consultant/Systems Integrator Database Administrator/Developer Other Other

6. Digital Subscribers Print Subscribers Respondent ProfilePrint and Digital Subscribers Have Similar Title/Function Profile Federal Computer Week Campus Technology 123 Digital, 152 Print Respondents 172 Digital, 69 Print Respondents IT/IS/DP/Network/Systems Mgt. Instructional Program Management Exec./Sr./Division Mgt. Administrative Management Systems Engineer IT Director/Manager Admin./Operations Mgt. Policy/Top-Level Executive Programs/Project Mgt. Other Institutes Systems Analysis/Programming Campus Services/Vendor C-Level Management Procurement/Contract Management Sales/Marketing Management R&D

7. Reasons for Subscribing to Digital and/or Print Editions Both Print and Digital Editions Have Specific Benefits to Subscribers; Both Are Valuable Information Sources 2005 Digital Readership Study

8. Reasons for Subscribing to Digital EditionDigital Subscribers Like Archiving, Convenience, and Search Features Digital 55.0% Easier to save More convenient than print Ability to search Saves trees Easier to forward More timely than print I prefer looking online or on my computer Interactive features Other What are your reasons for subscribing to the digital edition of this publication? N=2233

9. Reasons for Subscribing to Digital Edition Digital Subscribers Like Archiving, Convenience, and Search Features Other Reasons for Subscribing to the Digital Edition (Verbatims): • Check email daily so not likely to overlook publication • I don’t have to remember to bring it with me. It’s available on my machine. • Transportable, read at work, at home, at school • I’m already online so ease of getting info, fast • Less clutter • No damaged magazines with pages missing • No disposal issues, which is not quite the same as Saves Trees • Not obvious I’m reading it at my desk What are your reasons for subscribing to the digital edition of this publication? N=2233

10. Plans to Continue Subscribing90% of Digital Subscribers Are Likely or Very Likely to Renew Their Subscription Print Digital 3.7% 9.2% 52.0% Very likely More likely than not Not likely 37.2% 38.0% 58.4% • Digital Subscribers subscribe to a total of 2.91 digital publications How likely are you to renew your subscription to this (digital) publication? N=4231

11. Readership Habits Digital Subscribers Are Avid Users of the Digital Publication and Its Other Resources 2005 Digital Readership Study

12. Readership HabitsMost Digital Subscribers Increase or Maintain Their Usage of the Publication’s Resources Publication’s Email Newsletters As a result of subscribing to the digital publication, please tell us how your use of the publication's resources has changed: Increased Stayed the Same Decreased Do Not Use Magazine Publication’s Web Site As a result of subscribing to the digital publication, please tell us how your use of the publication's resources has changed: N=2233

13. Readership HabitsDigital Editions Include Hyperlinked Tables of Content, Which Let Readers Easily Jump to Interesting Articles Digital Print I flip through and look at most pages, scanning or reading those articles and ads that interest me I look at the table of contents and then go only to those articles that interest me I look at the cover and then go only to those articles that interest me Other No Answer 1.0% 0.9% 2.5% 3.0% 5.0% 6.5% 16.0% 33.8% 75.5% 55.8% Which best describes your typical readership habits for this (digital) publication? N=2233

14. Readership Habits Other Readership Habits (Verbatims): • I look at the cover, then the table of contents, then go directly to articles and ads that interest me. Finally, I re-read everything. • I read the articles of interest to me and then go back and read the rest but not all at one time. I revisit maybe two or three times. • I both look at the ToC to identify where specific articles of interest are and read these articles, but then scan the rest of the e-document to see if there might be other articles that might be useful to read. Which best describes your typical readership habits for this (digital) publication? N=2233

15. The typical print subscriber: Has read/looked into 3.19 of the last 4 issues Reads/reviews 65% of a typical issue Spends an average of 59 minutes with a typical issue Shares copies with 1.22 other people The typical digital subscriber: Has read/looked into 2.73 of the last 4 issues Reads/reviews 57% of a typical issue Spends an average of 51 minutes with a typical issue Shares copies with .65 other people Readership Habits Digital Print How many of the last 4 issues of the (digital) magazine have you read or looked into? About how much of a typical issue of the (digital) publication do you read or review? About how much time do you spend with a typical issue of the (digital) publication? How many people, beside yourself, read or look into your copies of this (digital) publication?

16. Readership HabitsDigital Subscribers Are More Likely to Save/Archive Digital Editions 32.4% More likely to save/archive digital publication More likely to save/archive print publication Equally likely to save publication in either format 23.8% 12.8% Are you more likely to save or archive copies of publications that you receive in a digital format, when compared to print publications? N=2233

17. Readership Habits78% of Digital Subscribers Satisfied or Very Satisfied 1.5% 1.6% 1.9% Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied No Answer 25.6% 16.6% 52.8% Please rate your overall satisfaction with this digital publication. N=2233

18. Features and Benefits of Digital Publications Subscribers Use and Value the Digital Format’s Features and Benefits 2005 Digital Readership Study

19. Popular Digital Edition FeaturesCommonly used features include linking, searching and archiving Digital Features They Have Used Links to vendor web sites from the articles Links to white papers 54.5% Searching articles Links to additional editorial content online Links to vendor web sites within ads Archiving digital issues or articles Ability to send a single article or ad to a colleague Watching a video about a technology issue Live surveys about a topic with instant results Links to audio interviews with industry leaders Watching video coverage of an event or trade show Please tell us which features of digital publications you have used in any digital publications that you may subscribe to. N=2233

20. Advertising in Digital Publications Digital Publication Subscribers Notice, Read and Respond to Advertising 2005 Digital Readership Study

21. Advertising in Digital PublicationsAdvertising in Digital Publications Works Digital Net action taken as a result of reading pub 91.9% Looked at the vendor’s web site Forwarded info about vendor to colleague • Other Actions Taken as a Result of Reading an Ad in a Digital Publication (Verbatims): • Adjust our procedures • Assigned staff to research claims made in an ad that appears of potential use to us • Compared products • Downloaded & evaluated various products • Downloaded a trial edition • Read White Papers • Added products/services to my review list Recommended product/service Forwarded ad to colleague Contacted vendor for more information Purchased a product or service Other No Answer What action have you taken as a result of reading an ad in this digital publication? N=2233

22. Conclusions • Digital subscribers: • Have similar demographic profile to print subscribers • Are very influential in the buying process • Are less likely to turn to vendor literature or sales people—can be difficult to reach • Reasons readers subscribe to digital editions: • Archiving • Convenience • Easy to share • Search features • Portability/mobility • Research, links • Print is preferred by some readers for its more structured format • Digital editions are a new platform: 90% of digital subscribers plan to renew; typically subscribe to an average of 2.9 digital editions • Advertising in digital editions works; digital subscribers are very interested in interacting with vendors/advertisers