Subscriber StudyPennWell

April 2010

Print – 12,929Digital – 11,815

1. How soon do you read your issue after you receive it?

Digital Print

Immediately 6% 5%

Same day 29% 19%

Sometime that week 51% 55%

I wait for a reminder email 2% N/A

Sometime during the month 10% 19%

Other 2% 1%

2. How do you prefer to view your digital issue?

Online 27%

Download to computer 40%

Both 33%

3. How much time, on average, do you spend reading or looking through an issue?

Digital Print

Less than 15 minutes 13% 8%

15 to 30 minutes 44% 37%

30 to 45 minutes 27% 32%

45 to 60 minutes 11% 16%

More than 60 minutes 5% 7%

4. How do you read your issue? (check all that apply)

Digital PrintRead table of contents and articles of interest 52% 32%

Read articles of interest and look through remaining pages 58% 67%

Read cover-to-cover 10% 17%

Skim or look through quickly 19% 16%

Other 1% 1%

5. How do you use your issue? (check all that apply)

Digital PrintIdentify potential products or services 61% 62%

Get information to do my job better 79% 81%

Obtain essential product information 45% 46%

Get information that helps me make purchasing decisions 28% 32%

Other 5% 5%

6. What actions have you taken as a result of reading an article in this publication? (check all that apply)

Digital Print

Saved the magazine for future reference 65% 74%

Discussed an article with others 55% 71%Emailed/sent an article to a friend or colleague 50% 50%

Incorporated a new technique/medium/product 56% 39%

Contacted editorial team 2% 3%

Clicked on a link in an article 64% N/A

Other 4% 5%

7. What actions have you taken as a result of reading an ad in the publication? (check all that apply)

Digital Print

Clicked on a link in an ad 60% N/A

Visited company website N/A 78%

Recommended the purchase of a product or service

28% 35%

Contacted advertiser to get more information

36% 36%

Purchased product or service 15% 29%

None of the above 20% 10%

Other 2% 1%

8. When reading or searching past issues, what information do you look at? (check all that apply)

Digital Print

Specific articles 84% 86%

Specific advertisements 20% 28%

Contact information 27% 32%

Industry links 23% 24%

Specific byline or column 7% 11%

I don’t read past issues 10% 8%

Other 1% 1%

9. What functionality would most likely make you want to read an ad and/or take action? (check all that apply)

Digital

Link to specific information on advertiser’s web site 60%

Link to advertiser’s home page 38%

Use of video 19%

Use of audio 6%

Use of Flash images 10%

Special offers/incentives 19%

Technology-focused message 62%

Product-focused message 39%

Brand-focused message 7%

Other 2%

10. How important is it to you to be able to access all or part of your digital magazine on a mobile device?

Digital

Very important 10%

Somewhat important 31%

Do not want to receive on mobile 59%

11. If your magazine was available in a mobile format, would you be interested in receiving it on a mobile device?

Yes 18%

No 82%

12. How likely are you to buy an e-reading device? (i.e. iPad)

Digital Print

Very likely 10% 7%

Maybe 31% 25%

Probably not 45% 51%

Definitely not 14% 17%

Digital Print

1 to 3 months 8% 7%

4 to 6 months 11% 9%

6 to 12 months 19% 14%

1 to 2 years 12% 11%

Don’t know 50% 59%

13. If very likely or maybe, how soon do you plan to purchase such a device?

14. On what type of devices do/would you prefer to read your digital magazine? (check all that apply)

Digital

Desktop computer 67%

Laptop computer 65%

iPhone 5%

Blackberry 5%

Other mobile device 4%

Tablet PC 3%

Sony Reader 1%

Amazon Kindle 3%

iPad 3%

Other eBook reader 2%

Other 1%

15. Do you value “rich media” enhancements to the digital magazine content?

Yes No

Audio clips 41% 59%

Video clips 68% 32%

Animation 29% 71%

Animation that looks like pages turning

38% 62%

Interactive surveys 40% 60%

16. From what other sources do you seek information? (check all that apply)

Digital Print

Industry Events or shows 62% 66%

Webcasts 31% 27%

Online product information 63% 61%

Magazine website 43% 39%

Whitepapers 41% 28%

Buyers’ Guides 24% 27%

E-newsletters 41% 37%

Blogs 9% 8%

RSS feeds 6% 3%

Podcasts 7% 5%

Professional books 42% 43%

Community/peer web sites 15% 14%

Industry/portal web sites 34% 28%

Vendor websites 42% 52%

Print/digital magazines 55% 30%

Social Media 7% 8%

Other 1% 2%

17a. What format do you prefer/use most for the following types of news & information? (digital)

Print Digital Web

Industry & job information

17% 49% 34%

Industry news 15% 66% 19%

Business news 15% 58% 27%

Product news 15% 58% 27%

Supplier news 12% 53% 36%

In-depth technical features

33% 49% 18%

17b. What format do you prefer/use most for the following types of news & information? (print)

Print Digital Web

Industry & job information

65% 12% 23%

Industry news 65% 19% 16%

Business news 56% 21% 23%

Product news 61% 15% 24%

Supplier news 55% 16% 29%

In-depth technical features

80% 8% 12%

18a. How has your use of the following media changed in the last year? (digital)

Decreased Stayed the same Increased N/A

Print 54% 39% 5% 2%

Digital magazines 1% 12% 37% 0%

Magazine websites 3% 45% 41% 11%

Industry/community websites 3% 49% 40% 8%

Other websites 3% 47% 41% 9%

Video sites 8% 41% 25% 25%

E-newsletters 6% 41% 45% 7%

Webcasts 8% 35% 29% 28%

Podcasts 9% 27% 13% 51%

Wikis 7% 27% 22% 44%

Digital whitepapers 5% 42% 30% 23%

Blogs 8% 28% 17% 47%

RSS Feeds 8% 24% 10% 58%

LinkedIn 6% 20% 25% 49%

Twitter 8% 15% 8% 69%

Facebook 7% 17% 20% 56%

YouTube 6% 27% 30% 37%

Technical Books 9% 55% 29% 7%

18b. How has your use of the following media changed in the last year? (print)

Decreased Stayed the same Increased N/A

Print 18% 70% 12% 0%

Digital magazines 8% 36% 38% 18%

Magazine websites 6% 50% 30% 14%

Industry/community websites 4% 52% 33% 11%

Other websites 3% 47% 40% 10%

Video sites 7% 39% 21% 33%

E-newsletters 7% 45% 35% 13%

Webcasts 8% 35% 24% 33%

Podcasts 9% 25% 11% 55%

Wikis 6% 24% 13% 57%

Digital whitepapers 6% 38% 16% 40%

Blogs 8% 25% 12% 55%

RSS Feeds 7% 21% 7% 65%

LinkedIn 6% 19% 19% 56%

Twitter 7% 15% 6% 72%

Facebook 7% 16% 21% 56%

YouTube 5% 27% 26% 42%

Technical Books 6% 59% 22% 13%

19. Why do you subscribe to this publication in digital format? (check all that apply)

More timely than print 42%

Easy to save 61%

Environmentally friendly 63%

Easy to forward 43%

Prefer reading on my computer 33%

Ability to search issues 44%

More convenient than print 37%

Only available in print format 10%

Other 5%

20. Which of the following best describes your occupation?

Digital Print

Corporate Mgmt (CEO, President, etc.) 12% 15%

Engineering or Technical 46% 46%

Operations/Project/Facilities Mgmt 11% 18%

Sales & Marketing 8% 8%

Research & Development/Academia 10% 6%

Consulting 7% 6%

Other 6% >1%

21. How long have you been in your industry or profession?

Digital Print

Less than 5 years 7% 7%

5 to 10 years 10% 10%

10 to 15 years 11% 10%

15 to 20 years 14% 13%

20 to 25 years 15% 14%

25 to 30 years 16% 16%

30 years or more 27% 30%

22. Which best describes your age range?

Digital Print

20 – 25 1% 2%

26 – 30 5% 5%

31 – 35 7% 7%

36 – 40 10% 8%

40 – 49 24% 24%

50 – 59 33% 35%

60 and over 20% 19%

23. What country do you live in?

Digital Print

USA 45% 75%

Rest of World 55% 25%