PROMO Market/Audience

Jan 25, 2006 7:22 PM

PROMO's monthly readership includes more than 48,000 marketers at consumer packaged goods companies, Fortune 500 firms, business services organizations, and PROMO 100 promotion agencies.(1)

Find out the results from PROMO's Subscriber Study:
Subscriber Facts
How Subscribers Read PROMO
How Subscribers Find & Respond to Suppliers
How C-level Subscribers Use PROMO

PROMO Subscribers are at the companies you need to reach
31.2% Manufacturers
24.78% Service Companies
20.24% Advertising/Promotion Agencies
16.36% Retailers
7.42% Suppliers, Schools, Other


PROMO Subscribers have the key titles you need to reach(2)
48.8% Marketing
45.6% Corporate
5.6% Other

Subscriber Facts
PROMO's Subscriber Study (3) shows that PROMO readers are senior-level executives who control promotion planning and purchasing decisions:

• 91% of readers are involved in the selection of promotion-related programs, products and services for their companies.
• On average, 4 people per organization are involved in the purchasing process for promotion-related programs, products and services
• 20% of our readers’ companies have 5 or more people involved in the purchasing process for promotion-related programs, products and services
• Average years in the promotion industry for each reader: 15.0
• 77.4% of readers have been in the industry more than 5 years; 54.2% more than 10 years; 21.6% more than 20 years
• Readers are involved in planning an average of 9 promotion campaigns per year; 33.5% of readers are involved in planning 10 or more campaigns per year
• Readers spend an average of 6.3 hours per week accessing the Internet for work purposes
• Average total annual revenue of a typical subscriber's company: $169 million
• 12% of readers work for companies with annual revenue of $500 million+
• Average number of employees per company: 748
• 16% of readers work for companies with more than 1,000 employees

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How Subscribers Read PROMO (3)

• 77.3% of readers usually look through the Resource Center
• 77.6% of readers have read at least 3 of the last 4 issues
• 28.3% of readers pass each issue along to at least two other people
• 40% of readers save each issue of PROMO more than 4 months; 21.3% of readers save each issue of PROMO more than 10 months

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How Subscribers Find & Respond to Suppliers (3)

• 28.6% of readers have contacted an advertiser via email, fax or telephone after seeing an ad in PROMO
• 39.2% of readers have visited an advertiser’s Website after seeing an ad in PROMO
• 18.6% of readers have routed an ad to another person in their company after seeing an ad in PROMO
• 72.2% of readers have taken at least one action as a result of seeing an ad in PROMO
• How readers find information about industry-related products and services:
  76.1% Trade publication ads, articles & Websites
  57.9% Direct mail
  52.4% Word of mouth
  46.3% Trade shows
  39.7% Directories
  41.1% Sales reps

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How C-level Subscribers Use PROMO (3)

• 79.5% of CEOs, CMOs and presidents usually look through the Resource Center
• After seeing an ad in PROMO, percentage of CEOs, CMOs and presidents who have:
  43.0% Contacted an advertiser via email, fax or telephone
  34.5% Visited an advertiser’s Website
  26.2% Filed an ad for future reference
  17.8% Purchased an advertised product or service
  18.7% Used reader service to contact an advertiser
  72.9% Have taken at least one action
• 16.8% of CEOs, CMOs and presidents visit the PROMO Web site daily; 23% of CEOs, CMOs and presidents visit the PROMO Website at least once per week
• 17.7% of CEOs, CMOs and presidents do not receive any other industry publications
• How CEOs, CMOs and presidents find information about industry-related products and services:
  82.3% Trade publication ads, articles & Websites
  62.8% Direct mail
  53.1% Directories
  55.8% Trade shows
• What job functions CEOs, CMOs and presidents are involved in:
  77.0% Corp./Executive Mgmnt.
  65.5% Marketing
  63.7% Business development
  59.3% Advertising
  58.4% Promotion
  49.6% Sales

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Sources: (1) Circulation: 24,847 (PROMO ABC Publisher's Statement, 6/06), multiplied by Readers per Copy: 2.0 (PROMO Subscriber Study, Corporate Research, 5/05); (2) PROMO ABC Publisher's Statement, 6/06; (3) PROMO Subscriber Study, Corporate Research, 5/05

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