Proprietary and Strictly Confidential

GfK Roper Consulting The Influentials July 9th, 2008

Proprietary and Strictly Confidential


Contents

Background to the Influentials: Who? Why?

Methodology: What? How?

Influentials & World Media Group Readers:

Social Influentials

Business Influentials

Digital Influentials

Summary

1

2

3

4

3.3

3.2

3.1


Background to the Influentials: Who? Why?

1


A key consumer trend:The rise of word of mouth

2003: Word of mouth valued far more

1977: Word of mouth valued somewhat more

Word-of-mouth 67

Advertising 53

Editorial 47

92Word-of-mouth

50Advertising

40Editorial

Aggregate percentage of total American public saying source is among best for ideas and information, averaged for eight consumer decisions

4

SOURCE: GfK Roper Reports


A key consumer trend: The spread of word of mouth

5Map shows the top-ranked source for being: very trustworthy for purchase ideas or information

People i.e. Word of Mouth

AdvertisingSOURCE: GfK Roper Reports Worldwide


6

Background to the Influentials:When it comes to spreading word of mouth, some are more important than others

A unique group that originated as a concept in the 1970s within the Roper Reports study.

It was noticed that the most active socially and politically were also more likely to:

Find out about and try new ideas, products, services

Volunteer their opinions to the rest of their social network

Are asked for recommendations because they are regarded as “the kind of person who will know what’s good and what’s not”


Background to the Influentials: There are Influentials within different areas of life

Everyday lifeSocial Influentials

Category Influentials

Working lifeBusiness Influentials

Business Category Influentials

Online lifeDigital Influentials


Methodology2


9

MethodologyWhat?

Does the reader base of World Media Group titles have more Influentials?


10

MethodologyHow?

6,483 online interviews conducted by ICD Research across 5 European countries in March and April 2008:

UK = 1,364

France = 1,119

Germany = 1,088

Italy = 1,497

Spain = 1,415

All participants earned minimum £35k or equivalents; there was also a quota of respondents earning £50k+

In order to enable an “apples to apples” comparison: Each country was given equal

representation in the total sample. The income profiles of WMG readers

and non-readers were matched


11

MethodologyHow?

In each country, the sample consisted of World Media Group subscribers and members of ICD Research’s online panel, enabling us to look at many different business groups: WMG Readers

Read 3+ out of 4 issues Equal weight given to each of the 8 WMG titles

WMG non-Readers WMG web users

Access at least one WMG website at least several times a week

In addition, data on “all consumers” is available via GfK Roper Consulting’s syndicated study – Roper Reports Worldwide


Influentials & WMG Readers

3


Social Influentials3.1


14

About the Social Influentials

Someone you know and rely on

Well-connected, well-informed, trusted

Word-of-mouth leaders

A vital centre of society and marketplace

Leading indicators on trends

Opinion leaders for products, services and ideas

Twice as likely as average to be sought out for opinion

Twice as likely as average to make recommendations


15

Social Influentials: Definition

Based on the number of social and political activities carried out in the past year (from a list of 12)

Number varies by country from 3 to 5 - Designed to identify the top 10% or so

Attended business lunches/dinners

Made a speech or gave a talk

Written to a newspaper or magazine or

called a live radio or TV show

Make sizabledonations to local

or nationalorganisations

Made acomplaint

Attended apublic meeting

Attended a political rally,

speech, or event

Led or served on a committee

Asked a question

in a public meeting

Organised aspecial social

event

Contacted a politician orgovernment

official

Been an active member of a lobby

group

WMG readers are more likely than non-readers to do all of these activities


• Make sizable donations to local or national organisations

• Write letters to newspaper or phone TV or radio

• Make speeches or give talks to groups

• Attend business lunches or dinners regularly

16

Social Influentials:WMG readers are more active socially

68%

72%

133%

Readers 61% Non-readers 37%All consumers 8%*




Percentage uplift

Readers versus non-

readers

Percentage uplift

Readers versus non-

readers

* SOURCE: GfK Roper Reports Worldwide 2006: France, Germany, Italy, Spain, UK


Data from syndicated

research study among global

consumers conducted

annually by GfK Roper Consulting

17

WMG has more Social Influentials among its readers

% meeting the criteria needed to be a social influential



18

WMG has more Social Influentials among its readers across all markets

% meeting the criteria needed to be a social influential



19

Category Influentials:Definitions

Diverse Social Network(from 6 to 7 groups depending

on the country)

Product Passion+


20

WMG has more Category Influentials among its readers

• Environmentally sound purchases

Ethically soundpurchases

PersonalAppearance

60%

30%

71%

52%

56%

60%

Technology

Financial Products

Hotels

82%

92%

57%

57%

Wellness

Airlines

Cars

Luxury goods

Percentage uplift by category(WMG Readers versus WMG non-

readers)


Business Influentials3.2


(Even) more likely to be male More likely to be 35-54 yrs of

age More likely to be company

owner MD, CEO, CFO, CIO or senior management

Have higher incomes Be frequent business

travellers Keep up to date with their

sector

22

About the Business Influentials

Twice as likely as average to say their opinions influence their company’s future strategy

Twice as likely as average to make recommendationsin a number of business categories.


23

Business Influentials:Definition

Based on the number of business activities carried out (from a list of 15) Number of activities varies by country from 6 to 8 and defines the most

active one-quarter or so

Circulating useful articles to colleagues

Delivering presentations inside

organisation

Taking strategic business decisions

Attended a workrelated conference

Attendedbusinesslunches

Delivering presentations

outside organisation

Offered advice tomore senior

membersof staff.

Spoken at anIndustry

conference

Exhibited at a conference/trade show

Set up anew company

Raised capital

for anew

venture

Suggested aninnovation to

benefit mycompany

Written anindustry

paper

Organisedsocial activities

forcolleagues

Sat on anindustry

committee



Take strategic business decisions:

Readers 49% vs. non-readers 26%

Circulate useful articles to colleagues:


Raised capital for a new business venture:


Suggested an innovation to benefit my company:


24

Business Influentials: WMG readers are more active in their work lives

88%

69%

200%

74%

Percentage uplift

Readers versus non-

readers

Percentage uplift

Readers versus non-

readers


25% meeting the criteria needed to be a business influential

World Media Group has more BusinessInfluentials among its readers


26

Business Category Influentials:Definitions

Any respondent who meets the criteria for Business Influentials; AND Mentions any of 9 “product categories” as one they very actively

seek the best ideas or latest information about .

Financialservices

Telecoms / IT hardware / software

Recruitment solutions

Business solutions

Corporate/social

responsibility

Businesstravel

Marketing

Advertising

Other professional

service providers

WMG readers are more likely than non-readers to seek information & ideas about all of these “categories”


27

Financial services:

Readers 22% vs. Non-readers 7%

Telecoms/IT hardware/software: Readers 23% vs. Non-readers 9%

214%

Business solutions: Readers 20% vs. Non-readers 7%

156%

186%

Advertising: Readers 13% vs. Non-readers 5% 175%

World Media Group has more Business Category Influentials among its readers

Corporate Social Responsibility: Readers 13% vs. Non-readers 5% 160%

Percentage upliftReaders versus non-readers


DigitalInfluentials3.3


More likely to be either a social or business influential too.

Twice as likely as average to use online social networks

29

About Digital Influentials

Make recommendations to others on a wide range of social topics, including electronics and technology

Also more likely to recommend on many business categories, not just telecoms and IT!


30Digital Influentials are defined as those who have carried out

six or more of the eleven following online activities in the past 30 days

Find out information

about products

Makepurchase

s

Download music or

video

Instant messaging

Share documents, photos or

videos online

Maintain a blog

Contact someone via

a social networking

siteAdd a

review or comment to a website

Forward news and website

information to others

Listen to a podcast

Digital Influentials: Definition

Comment on someone

else’s blog



31

Listen to a podcast: Readers 23% vs. Non-readers 12%

92%

Forward news and online content to others:

Readers 52% vs. Non-readers 34%53%

Maintain a blog: Readers 12% vs. Non-readers 8% 50%

Add a review or comment to a website:

Readers 17% vs. Non-readers 12%42%

Percentage upliftReaders versus non-

readers

Digital Influentials: WMG readers are more active in their online lives


32

% meeting the criteria needed to be a digital influential

World Media Group has more DigitalInfluentials among its readers


Summary4


34

Influentials & World Media Group:Summary

Word of mouth is one of the key trends of our time, both among consumers and business people

Certain consumers and business people are most active in spreading word of mouth messages – we call them Influentials

Relative to a comparable sample of non-readers, the readership of World Media Group titles contains more…… Social influentials and Category influentials Business influentials and Business category influentials Digital influentials

Furthermore, those who consume WMG titles through print AND web are even more likely to be Influentials


Nick ChiarelliGfK Roper [email protected] Tel: 0207 890 9553Fax: 0207 890 9819

Belinda BarkerWorld Media [email protected]: 0208 778 0976Mob: 0776 226 9261

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