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 RegionAgency 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

Lisa Dezzutti, President | Market Connections, Inc.
14555 Avion Parkway, Suite 125 | Chantilly, VA 20151 | 703.378.2025 x103
LisaD@MarketConnectionsInc.com
Cathy Cromley, Director of Business Development | Market Connections, Inc.
14555 Avion Parkway, Suite 125 | Chantilly, VA 20151 | 703-517-4419
CathyC@MarketConnectionsInc.com
Sara Leiman, VP Media Director | TMP Government
1600 Tysons Boulevard, Suite 1200 | McLean, Virginia, 22102 | 703.269.0064
Sara.Leiman@TMPgovernment.com

2013 Federal Media & Marketing Study Overview

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