2013 Federal Media & Marketing Study Overview

© 2013 MARKET CONNECTIONS, INC.

2013 Federal Media and Marketing Study Overview May 16, 2013 | 5th Anniversary Release

2013 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025

FEDERAL MEDIA & MARKETING STUDY 2013

Methodology

2

• Comprehensive respondent base o 18 publications

o Third party databases

o Associations and other websites

• Over 140,000 unique email addresses

• Online survey fielded in February – March, 2013

• Sample size: Over 3,900

• Data weighted to ensure publications were not over- or under-represented in sample



New This Year

3

• Expanded media list

• eNewsletter source preferences

• Expanded mobile device list

• Preferred method for accessing news on mobile device

• Radio listenership – time of day



Respondent Base

4

Air Force Times

Armed Forces Journal

Army Times

Aviation Week & Space Technology

C4ISR Journal

Defense News

Defense Systems

Federal Computer Week

Federal Times

FierceGovernment

Fierce GovernmentIT

FierceHealthcare

FierceHealthIT

Government Computer News

Government Executive

Government Security News

HSToday

Marine Corps Times

Military Information Technology

Military Logistics Forum

Military Training

Military.com

NCMA

Navy Times

Market Connections’ databases



Topics Covered

5

Demographics: • Agency/ Location • Age/ Education/ Gender • Rank

Job function/ purchase responsibility

Trade shows, webinars

e-Newsletters

Media usage, including: • Print • Digital: Web, Mobile & Social sites • Blogs

Washington, DC

Print, digital, broadcast



Job Function

6

Accounting, budget and finance

Administration and office services

Aviation services/operations

Communications/telecommunications

Cloud computing

Cybersecurity

Engineering/architecture

Energy and environmental

Emergency response, safety

Executive and command

Facilities, real estate

Forestry, wildlife and environment

Health IT

Human resources, personnel, benefits

Information tech., computers, systems

Intel/ security

Law enforcement/ public safety

Legal, law, patent, copyright

Logistics

Maintenance and repair

Medical, health

Project/program management & admin.

Purchasing, contracting, procurement

Scientific, mathematics, R&D

Social sciences, welfare

Training, education



Product and Service Purchase Categories

7

Aircraft

Aviation/aerospace products & services

Building/facilities/real estate/office space

Command and control systems/C4ISR

Cloud computing services

Communications/Tele-communications

Computer systems/hardware

Consulting services

Cybersecurity

Defense comm. systems

Education/training classes

Energy conservation products/services

Engineering products/ services

Environmental engineering services

Financial services

Fleet or individual auto purchases/lease

Furniture/furnishings

Ground maintenance

Health IT

Human resource services

Intel/ security

IT security

IT services

Laboratory, scientific and medical products

Law enforcement/ fire/emergency

Legal services

Marketing/media services

Office equipment, supplies

Ships and submarines

Simulation/training equipment/services

Software

Travel services

Weapons/combat systems



FEDERAL MEDIA:

Publications, Websites and Mobile Sites

Air Force Magazine

Air Force Times


Army Magazine

Army Times

Aviation Week and Space Technology

Contract Management

C4ISR Journal

Defense News

Defense Systems

Federal Computer Week

Federal Times

Government Computer News


Government Product News

Government Security News

Homeland Security Today

Jane’s Defense Weekly

Marine Corps Times

Military Engineer

Military Information Technology

Military Logistics Forum

Military Training

National Guard

Naval Institute Proceedings

Navy Times

Seapower

Security

Security Management

Signal

The Officer

i360gov.com

DefenseAOL.com

Defensedaily.com

DoDBuzz.com

Fedscoop.com

FierceGovernment.com

FierceGovernmentIT.com

Federalnewsradio.com

GOVAOL.com

Govfresh.com

GovHealthIT.com

GovPro.com

Meritalk.com

Military.com

8



BUSINESS & NEWS MEDIA

Publications, Websites & Mobile Sites

9

ABCNews.com

Accuweather.com

BloombergBusinessWeek

CBSNews.com

CNBC.com

CNN.com

Cspan.org

Foxnews.com

HLNTV.com

HuffingtonPost.com

MSNBC.com

Newsweek.com

The Atlantic

The Economist

The New York Times

The New Yorker

The Wall Street Journal

The Week

Time

USAToday

USNews.com

WashingtonPost.com

Weather.com

Wtop.com



CIO

CNET.com

ComputerWorld

Engadget.com

IEEESpectrum

Information Week

Infoworld

Network World

Scientific American

Techcrunch.com

Techrepublic.com

Techtarget.com

Wired.com

ZDNet.com

10

TECHNOLOGY INDUSTRY MEDIA

Publications, Websites & Mobile Sites



Social Media

11

Disgover

Facebook

Flickr

GSAInteract

Google+

GovLoop

GovTwit

Instagram

LinkedIn

MySpace

Pinterest

Scribd

StumbleUpon

Twitter

Wikis

YouTube

foursquare



WASHINGTON METRO AREA

Media Properties

12

Washington Post

Washington Times

Washington Examiner

Washington Post Express

Washingtonian Magazine

Washington Business Journal

4 NBC WRC

5 FOX WTTG

7 ABC WJLA

9 CBS WUSA

News Channel 8 TBD

CNN

CNBC

HLN Headline News

Fox News

MSNBC



WASHINGTON METRO AREA

Radio Stations & Websites

13

WAMU 88.5 FM

WETA 90.9 FM

WIAD 94.7

WPGC 95.5 FM

WHUR 96.3 FM

WASH 97.1 FM

WMZQ 98.7 FM

WNEW 99.1 FM

WIHT 99.5 FM

WBIG 100.3 FM

WWDC 101.1 FM

WTOP 103.5 FM

WJZW 105.9 FM

WJFK 106.7 FM

WRQX 107.3 FM

WMAL 630 AM

WTEM 980 AM

WFED 1500 AM

1067thefandc.com

federalnewsradio.com

mix1073fm.com

theedge1059.com

wmal.com

espn980.com

wamu.org

washfm.com

wbig.com

weta.org

whur.com

dc101.com

wmzq.com

wpgc.radio.com

wtop.com

hot995.com

wnew.com


2013 Study

Highlights and Trends



DEMOGRAPHICS

Agency Type & GSA Region

15

52% 48%

Civilian or Independent

Defense or Military

4% 4% 4%

5% 6%

9% 10%

12% 12% 14%

21%

0% 10% 20% 30%

Heartland

New England

Northwest

Northeast

Rocky Mountain

Great Lakes

Mid-Atlantic

Southwest

Pacific Rim

Southeast

National Capital

Demographics: GSA Region Agency Type



DEMOGRAPHICS

Age & Education

16

9%

18%

33%

39%

0%

10%

20%

30%

40%

50%

21 to 34 35 to 44 45 to 54 55+

2%

2%

17%

25%

10%

33%

10%

0% 20% 40%

High school graduate/GED

Vocational/Technical training

Some college

College graduate

Post graduate study

Masters Degree

Doctoral Degree

Age Education


FEDERAL MEDIA & MARKETING STUDY 2013 17

Involvement in Purchase Process

16%

18%

19%

27%

29%

43%

51%

0% 20% 40% 60%

Make final decision or approve the purchase

Allocation of budget dollars

Drafting/writing RFP

Identification of potential contractors/suppliers

Evaluation proposals/bids/quotes

Determination of requirements, specifications or features

Identification of need for product/service



Top Job Functions

9%

9%

9%

9%

10%

11%

14%

16%

16%

19%

0% 10% 20%

Engineering/architecture

Law enforcement and public safety

Intel/security

Purchasing, contracting, procurement

Medical, health

Accounting, budget and finance

Informational technology, computers, systems

Administration and office services

Training, education

Project/program management



Top Product and Service Purchase Categories

9%

9%

9%

13%

13%

13%

16%

16%

18%

20%

0% 5% 10% 15% 20% 25%

Engineering products/services

Furniture/furnishings

Building/facilities/real estate/office space

Consulting services

Communications/telecommunications

IT services

Office equipment and supplies

Software

Computer systems/hardware

Education/training classes and services



28%

35%

37%

40%

44%

0% 20% 40% 60%

Law enforcement emergency response

Health IT

Cybersecurity

Energy conservation products/services

Cloud computing services

20

Budget Changes - Increases PERCENT OF RESPONDENTS REPORTING INCREASES



2013 Reading Preferences

21

21% 24%

15% 12% 13%

15%

0%

5%

10%

15%

20%

25%

30%

Print only Print and website or e-

newsletter

Website only E-newsletter only

Website and e-newsletter

No preference

WORK-RELATED NEWS AND INFORMATION



Top Federal Publications Read

14%

15%

15%

16%

22%

23%

24%

29%

41%

45%

0% 10% 20% 30% 40% 50%


Navy Times

Air Force Times

Aviation Week and Space Technology

Government Computer News (GCN)

Federal Computer Week (FCW)

Army Times

Defense News

Federal Times




Top Websites Visited

24%

24%

25%

26%

27%

30%

32%

42%

51%

56%

0% 10% 20% 30% 40% 50% 60%

FederalTimes.com

HuffingtonPost.com

GovExec.com

ABCnews.com

MSNBC.com

WashingtonPost.com

USAToday.com

Foxnews.com

CNN.com

Weather.com



TREND 2012-2013

Mobile Device Usage

24

31%

58%

60%

67%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Tablet user

Smartphone user

2013

2012



Overall Mobile Device Usage – 2013

25

News

Websites Personal

Email Work Email

Social Media

iPhone 23% 28% 11% 19%

Android phone 13% 17% 4% 12%

Samsung Galaxy phone

7% 9% 2% 6%

Blackberry 6% 5% 18% 3%

Windows phone 1% 1% 0% 1%

iPad 21% 23% 9% 17%

Android Tablet 8% 8% 3% 7%

Windows Tablet 1% 2% 1% 1%



TREND 2011-2013

Mobile Device Usage – Accessing News Websites

26

11%

14%

27%

9%

23%

6%

0%

5%

10%

15%

20%

25%

30%

iPhone Blackberry

2011 2012 2013



Preferred Method for News Access on a Mobile Device

40%

31%

29%

Website

App

No Preference



Top Mobile Sites Visited

8%

9%

10%

11%

13%

15%

19%

24%

27%

38%

0% 5% 10% 15% 20% 25% 30% 35% 40%

WSJ.com

Huffingtonpost.com

ABCNews.com

MSNBC.com

WashingtonPost.com

USAToday.com

AccuWeather.com

Foxnews.com

CNN.com

Weather.com

% of Mobile Device Users



Top Mobile Sites Visited by Location

11%

11%

12%

14%

16%

17%

23%

28%

29%

42%

0% 25% 50%

GovExec.com

MSNBC.com

Huffingtonpost.com

WTOP.com

USAToday.com

Foxnews.com

AccuWeather.com

CNN.com

WashingtonPost.com

Weather.com

8%

9%

9%

11%

11%

15%

18%

26%

27%

37%

0% 25% 50%

WashingtonPost.com

Huffingtonpost.com

MILITARY.com

MSNBC.com

ABCNews.com

USAToday.com

AccuWeather.com

Foxnews.com

CNN.com

Weather.com

DC Metro Area - % Mobile Users Outside DC Metro Area - % Mobile Users



TREND 2010-2013

Social Media Access at Work

30

20%

46% 44% 49%

55%

44% 44% 41%

25% 10% 12% 11%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2010 2011 2012 2013

Don't Know

No

Yes



TREND 2010-2013

TOP ONLINE SOCIAL SITES

31

2010 2011 2012 2013

Facebook 35% 54% 58% 57%

YouTube 30% 34% 46% 46%

LinkedIn 10% 18% 35% 36%

Google+ New in 2013 33%

Twitter 8% 9% 11% 16%

Wikis 8% 10% 13% 9%

Pinterest New in 2013 9%

Flickr 5% 5% 6% 6%

GovLoop 4% 5% 4% 6%

Instagram New in 2013 5%



E-Newsletters

32

5%

3%

8%

22%

25%

0% 10% 20% 30% 40%

Other

Manufacturer

Government contractor

Magazine

Professional organization/ association

Source

Most Popular Topics

IT 33%

Defense 31%

Scientific 22%

Training 21%

Cybersecurity 18%



TREND 2011-2013

Blogs

33

11%

28%

13%

37%

17%

37%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Write blogs Read blogs

2011 2012 2013



TREND 2011-2013

Event Attendance in Past 12 Months

34

38%

52%

10%

40%

49%

11%

52%

41%

8%

0%

10%

20%

30%

40%

50%

60%

Attended None Attended 1-3 Attended 4+

2011 2012 2013

Trade Shows, Conferences, Industry Events



48%

37%

14%

34% 40%

26%

38% 32% 30%

0%

10%

20%

30%

40%

50%

60%

Attended None Attended 1-3

Attended 4+

2011 2012 2013

Webinars

TREND 2011-2013

Event Attendance in Past 12 Months



DC Metro Area: TV News

10%

12%

15%

23%

27%

28%

30%

33%

40%

42%

0% 10% 20% 30% 40% 50%

News Channel 8 TBD

CNBC

HLN Headline News

MSNBC

7 ABC WJLA

9 CBS WUSA

5 FOX WTTG

FOX News

4 NBC WRC

CNN



DC Metro Area: Radio

11%

14%

14%

15%

16%

19%

19%

26%

32%

50%

0% 20% 40% 60%

WWDC 101.1 FM Rock

WNEW 99.1 FM All News

WMZQ 98.7 FM Country

WFED 1500 AM Fed News Radio

WMAL AM 630/105.9 FM Talk

WASH 97.1 FM Adult Contemporary

WBIG 100.3 FM Classic Rock

WETA 90.9 FM Classical

WAMU 88.5 FM Public Radio

WTOP 103.5,103.9,107.7 FM All News

2%

3%

3%

4%

6%

7%

11%

12%

35%

42%

0% 20% 40% 60%

wbig.com

hot995.com

smoothjazz1059.com

espn980.com

whur.com

wmal.com

weta.org

wamu.org

federalnewsradio.com

wtop.com

Radio Stations Radio Websites



DC Metro: Radio – Time of Day

79%

8%

60%

23%

3% 0%

25%

50%

75%

100%

Morning drive time

(6AM-10AM)

Midday (10AM-3PM)

Afternoon drive time

(3pm-7pm)

Evenings (7PM-12AM)

Overnight (12AM-6AM)



Online Data Tool

39

A dynamic web-based reporting tool allows you to cross-tabulate Federal Media & Marketing Study 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.

HOW CAN THIS STUDY HELP WITH YOUR STRATEGIC MARKETING AND COMMUNICATIONS?

• Build the foundation before the plan

• Customize reports to define:

o Where to reach your target audience

o Which media to select

o How to weight your media options

• Combine with your own proprietary data

PURCHASE THE ONLINE DATA TOOL & FULL STUDY

MarketConnectionsInc.com/ MediaStudy

http://www.marketconnectionsinc.com/mediastudy






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 | 703-517-4419

[email protected]

Sara Leiman, VP Media Director | TMP Government

1600 Tysons Boulevard, Suite 1200 | McLean, Virginia, 22102 | 703.269.0064

[email protected]

mailto:[email protected]



2013 Federal Media & Marketing Study Overview

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