3 amazonaws com
ROADS & BRIDGES September 2012
6
CONTENTS
2 Introduction 3 Scores Used in this Report 4 Reader Profile 8 Publication Verbatim Comments 12 Top 11 AdStudy® Scores 14 Advertiser Scores by Company 16 Size and Color Chart 16 Reader Traffic Flow Chart 17 Publication Norms
1
6
ROADS & BRIDGES September 2012
INTRODUCTION
This report contains the results of an AdStudy®, conducted by SIGNET RESEARCH, INC. using ads from the September 2012 issue of ROADS & BRIDGES. Established in 1968, SIGNET RESEARCH, INC. is a leading provider of Ad Measurement studies specializing in publication, association, and advertising research. Signet combines cutting edge technologies with a commitment to client customization through its proprietary AdStudies. The objective of the SIGNET AdStudy® is to measure Recall and Readership of ads that appeared in a particular issue. Readers from the publication’s circulation list are invited to participate in this online study. The invitation is sent after they receive the issue to be studied and before receiving the next issue. Participants are connected to a Signet website where they view the ads to be measured. This report is based on returns from 169 respondents. In order to reduce respondent fatigue a split sample technique was used, so that each respondent rated a portion of the studied advertisements, with the objective being a minimum base of 100 respondents per ad. In addition, in order to eliminate bias with regards to the order of viewing the ads, the sequence of viewing the ads was rotated. By providing measurement scores to each ad and comparing it to others in the same issue, advertisers are given the opportunity to find new ways to better communicate with their audience and realize a stronger return of investment with their media buy. While these results represent a small sample of the magazine’s total circulation, they do reflect the opinion and commentary of readers who are the most active, providing insight into how the general audience may react to the advertising.
2
ROADS & BRIDGES September 2012
6
SCORES USED IN THIS REPORT
Recall Seeing • the percentage of respondents who recalled seeing the advertisement in the issue. Recall Reading • the percentage of respondents who read the advertisement. AdStudy® Score • a measure of ad exposure. It is calculated by adding the recall seeing and recall reading percentages. Have Seen Sales Representation • the percentage of respondents who have seen a salesperson from the company advertising or sales representation for the product advertised in the past six months.
3
ROADS & BRIDGES September 2012
6
READER PROFILE
Which of the following best describes your primary job title or function? Contractor/Producer
50% 40%
45%
39%
Consulting Engineer
40% 35% Government Official (DOT)
30% 25%
18% Other
20% 15% 10%
3%
5%
1%
Not Answered
0%
Considering all the times you pick it up, about how much time, in total, do you spend reading or looking through a typical issue of ROADS & BRIDGES? 2%
0%
3%
Less than 30 mins.
6%
30 - 59 mins. 1 hr. - less than 2 hrs. 50%
2 hrs. - less than 3 hrs. 3 hrs. or more
39%
Not Answered
Mean: 34 minutes 4
ROADS & BRIDGES September 2012
6
READER PROFILE
How many people, other than yourself, usually read or look through your issue of ROADS & BRIDGES?
2%
3%
3% None
One
13% 39%
Two Three - Five Six - Ten Over Ten
22%
Not Answered 19%
Mean Pass Along: 1.6 people Total Readers Per Copy: 2.6 people
5
ROADS & BRIDGES September 2012
6
READER PROFILE Which of the following trade publications, other than ROADS & BRIDGES, do you receive personally addressed to you? Asphalt Contractor Better Roads ENR - Engineering News Record Pavement Public Works Other None of the Above
13% 34% 28% 11% 35% 13% 25%
Unduplicated Readership Receive ROADS & BRIDGES only: 25% Multiple responses permitted
Which of the following trade publications do you read regularly, that is 3 out of 4 issues? Roads & Bridges Asphalt Contractor Better Roads ENR - Engineering News Record Pavement Public Works
82% 11% 21% 29% 5% 29%
Multiple responses permitted
Which of the following types of work/activities is your firm involved with performing? Streets, highways, roads Airports Bridges, viaducts, tunnels Roadside maintenance Earthmoving, excavating Lighting, signing or safety
87% 30% 65% 41% 45% 45%
Involved with Performing One or More: 94% Multiple responses permitted
6
ROADS & BRIDGES September 2012
6
READER PROFILE
What action(s) have you taken during the past year as a result of advertisements and/or articles in ROADS & BRIDGES? Bought products or services advertised Recommended/specified products Referred an ad/article to someone else in the company by passing along a tearsheet, photocopy or actual issue Discussed an ad/article with someone else in the company Requested additional information from a company, sales representative or distributor Visited an advertiser's Website
10% 29% 44% 49% 29% 55%
Took One or More Actions: 77% Multiple responses permitted
Which of the following statements would you agree with? The advertising in ROADS & BRIDGES educates and is an important part of the publication. I read through ROADS & BRIDGES as much for the advertising as for the articles. Companies that advertise build trust and are seen as a reliable source.
69% 42% 27%
Multiple responses permitted
In what format would you prefer to receive ROADS & BRIDGES? Print Digital publication (Replica of print publication in digital format) Online/html (Content on RoadsBridges.com) Both print and digital publication Both print and online/html (Content on RoadsBridges.com) Both digital publication and online/html (Content on RoadsBridges.com) No preference Not Answered
63% 11% 3% 11% 5% 4% 3%
7
ROADS & BRIDGES September 2012
6
PUBLICATION VERBATIMS Tell us how useful ROADS & BRIDGES is to you and how you use it in your job.
When I see something for street repair, I try to tell the boss and see if we can use in our application.
Roads & Bridges helps keep me on top of the priority activities happening in the industry. If I only had access to one highway industry publication, it would be Roads & Bridges.
To find safety enhancements and improved benefit/cost roadway and infrastructure strategies.
It tells me what's going on around me.
Keeps me informed on new products and innovations.
I read the "Editor Spotlight" and the "Latest News" which keep me on track of important events and issues coming in most of the states.
I focus on the methods of construction used for larger projects.
Provides insight to new ideas and operational changes.
I use it as a reference, guide, info source as well as using it to point out how much the construction companies value production over traffic control, without which they could not work.
I review articles for potential information valuable to my position or for instructing others under my supervision.
Generally the articles are more involved than I get in my county commissioner duties. But, it's nice to know what's coming into practice that might apply to us.
There are some articles I find interesting, new construction going on in other areas of the country, winning projects, problems and solutions in the industry.
It is useful in keeping up on new technologies and method in the industry.
Good for new product information/case studies.
Helps keep us up to date.
Keeping up to date on safety plus new materials, equipment, and project applications.
8
ROADS & BRIDGES September 2012
6
PUBLICATION VERBATIMS
I am a bridge engineer and there are only a few bridge articles and advertisement for bridge devices.
Good source for new and innovative project management and construction technology examples.
Good trade journal.
Assists in keeping me current with construction products and methods.
I read Roads & Bridges to get an idea of what congress is up to, what projects are out there, and to keep track of new construction methods.
Provides info on state DOT and methods. Washington, Minnesota, Vermont are leaders; NJ, PA, Texas, Georgia are opposite-end laggards.
Helps keep up on the latest information, good for continuing education.
Use it to see what is going on around the industry and innovations.
It's like the Koran of road building magazines.
Provides updates on new products in the marketplace and innovations/uses.
I learn a great deal from the articles that apply to my lines of work and use the knowledge to increase productivity and profitability.
Helps us keep abreast of new products. We don't maintain roads but we do maintain large parking lots and access ways.
Information on current construction activities is very important.
Keeps me up on newer products and technologies, interesting articles on real life projects and issues.
I like some of the stories and info about jobs, etc. I look at a lot of the ads. I look for new products and new ways of doing things.
I enjoy seeing the new products and projects that take place and at times they will provide me an idea to use on my projects.
It’s a handy tool that is updated monthly.
Keeping up with latest technologies methods and materials.
9
ROADS & BRIDGES September 2012
6
PUBLICATION VERBATIMS
Information is quickly reviewed and can be followed up with specific questions of suppliers.
When on the road for work, I live in the same house as my crew, the magazines are always on the table when playing poker and are always talked about.
Good resource for various items.
Very useful for planning.
I like reading the articles more than anything. Also to see some neat projects that other companies have worked on.
Keeps me up on the latest techniques in construction around the US.
Keeps me current.
I like the articles dealing with public policy issues. Don't always agree with the editorial comments, though.
Keeps me up to date on products and services, while at the same time, giving me ideas on how to make a job better with examples and current construction projects.
Articles are of interest as the advertising of products.
Roads & Bridges keeps me up to date on new products and interesting projects and as I oversee contract administration I particularly like the Law: The Contractor's Side column.
Gives me ideas on how to solve problems.
I use it to stay on top of innovative products techniques and technologies.
I review the magazine and advertisements that are relevant to our current needs. I will follow up by looking up a website or contacting a company if I find something that may be useful to the organization.
It helps to keep me informed on new equipment and projects around the US.
Good reference for practices and products during safety investigations.
Helps me keep up with new technology and products.
Reference tool. New product awareness.
10
ROADS & BRIDGES September 2012
6
PUBLICATION VERBATIMS
Provides information on new technology and products.
Potential marketing outlet for one of our product lines.
Useful for seeing what the industry trends are and interesting projects.
Not too important but can be informative.
It is interesting to stay up-to-date with the latest technology described in the magazine.
A very helpful reference for new ideas/technologies.
I like to read the law section, because I gain more legal knowledge which helps me cope with potential issues.
11
6
CONTENTS
2 Introduction 3 Scores Used in this Report 4 Reader Profile 8 Publication Verbatim Comments 12 Top 11 AdStudy® Scores 14 Advertiser Scores by Company 16 Size and Color Chart 16 Reader Traffic Flow Chart 17 Publication Norms
1
6
ROADS & BRIDGES September 2012
INTRODUCTION
This report contains the results of an AdStudy®, conducted by SIGNET RESEARCH, INC. using ads from the September 2012 issue of ROADS & BRIDGES. Established in 1968, SIGNET RESEARCH, INC. is a leading provider of Ad Measurement studies specializing in publication, association, and advertising research. Signet combines cutting edge technologies with a commitment to client customization through its proprietary AdStudies. The objective of the SIGNET AdStudy® is to measure Recall and Readership of ads that appeared in a particular issue. Readers from the publication’s circulation list are invited to participate in this online study. The invitation is sent after they receive the issue to be studied and before receiving the next issue. Participants are connected to a Signet website where they view the ads to be measured. This report is based on returns from 169 respondents. In order to reduce respondent fatigue a split sample technique was used, so that each respondent rated a portion of the studied advertisements, with the objective being a minimum base of 100 respondents per ad. In addition, in order to eliminate bias with regards to the order of viewing the ads, the sequence of viewing the ads was rotated. By providing measurement scores to each ad and comparing it to others in the same issue, advertisers are given the opportunity to find new ways to better communicate with their audience and realize a stronger return of investment with their media buy. While these results represent a small sample of the magazine’s total circulation, they do reflect the opinion and commentary of readers who are the most active, providing insight into how the general audience may react to the advertising.
2
ROADS & BRIDGES September 2012
6
SCORES USED IN THIS REPORT
Recall Seeing • the percentage of respondents who recalled seeing the advertisement in the issue. Recall Reading • the percentage of respondents who read the advertisement. AdStudy® Score • a measure of ad exposure. It is calculated by adding the recall seeing and recall reading percentages. Have Seen Sales Representation • the percentage of respondents who have seen a salesperson from the company advertising or sales representation for the product advertised in the past six months.
3
ROADS & BRIDGES September 2012
6
READER PROFILE
Which of the following best describes your primary job title or function? Contractor/Producer
50% 40%
45%
39%
Consulting Engineer
40% 35% Government Official (DOT)
30% 25%
18% Other
20% 15% 10%
3%
5%
1%
Not Answered
0%
Considering all the times you pick it up, about how much time, in total, do you spend reading or looking through a typical issue of ROADS & BRIDGES? 2%
0%
3%
Less than 30 mins.
6%
30 - 59 mins. 1 hr. - less than 2 hrs. 50%
2 hrs. - less than 3 hrs. 3 hrs. or more
39%
Not Answered
Mean: 34 minutes 4
ROADS & BRIDGES September 2012
6
READER PROFILE
How many people, other than yourself, usually read or look through your issue of ROADS & BRIDGES?
2%
3%
3% None
One
13% 39%
Two Three - Five Six - Ten Over Ten
22%
Not Answered 19%
Mean Pass Along: 1.6 people Total Readers Per Copy: 2.6 people
5
ROADS & BRIDGES September 2012
6
READER PROFILE Which of the following trade publications, other than ROADS & BRIDGES, do you receive personally addressed to you? Asphalt Contractor Better Roads ENR - Engineering News Record Pavement Public Works Other None of the Above
13% 34% 28% 11% 35% 13% 25%
Unduplicated Readership Receive ROADS & BRIDGES only: 25% Multiple responses permitted
Which of the following trade publications do you read regularly, that is 3 out of 4 issues? Roads & Bridges Asphalt Contractor Better Roads ENR - Engineering News Record Pavement Public Works
82% 11% 21% 29% 5% 29%
Multiple responses permitted
Which of the following types of work/activities is your firm involved with performing? Streets, highways, roads Airports Bridges, viaducts, tunnels Roadside maintenance Earthmoving, excavating Lighting, signing or safety
87% 30% 65% 41% 45% 45%
Involved with Performing One or More: 94% Multiple responses permitted
6
ROADS & BRIDGES September 2012
6
READER PROFILE
What action(s) have you taken during the past year as a result of advertisements and/or articles in ROADS & BRIDGES? Bought products or services advertised Recommended/specified products Referred an ad/article to someone else in the company by passing along a tearsheet, photocopy or actual issue Discussed an ad/article with someone else in the company Requested additional information from a company, sales representative or distributor Visited an advertiser's Website
10% 29% 44% 49% 29% 55%
Took One or More Actions: 77% Multiple responses permitted
Which of the following statements would you agree with? The advertising in ROADS & BRIDGES educates and is an important part of the publication. I read through ROADS & BRIDGES as much for the advertising as for the articles. Companies that advertise build trust and are seen as a reliable source.
69% 42% 27%
Multiple responses permitted
In what format would you prefer to receive ROADS & BRIDGES? Print Digital publication (Replica of print publication in digital format) Online/html (Content on RoadsBridges.com) Both print and digital publication Both print and online/html (Content on RoadsBridges.com) Both digital publication and online/html (Content on RoadsBridges.com) No preference Not Answered
63% 11% 3% 11% 5% 4% 3%
7
ROADS & BRIDGES September 2012
6
PUBLICATION VERBATIMS Tell us how useful ROADS & BRIDGES is to you and how you use it in your job.
When I see something for street repair, I try to tell the boss and see if we can use in our application.
Roads & Bridges helps keep me on top of the priority activities happening in the industry. If I only had access to one highway industry publication, it would be Roads & Bridges.
To find safety enhancements and improved benefit/cost roadway and infrastructure strategies.
It tells me what's going on around me.
Keeps me informed on new products and innovations.
I read the "Editor Spotlight" and the "Latest News" which keep me on track of important events and issues coming in most of the states.
I focus on the methods of construction used for larger projects.
Provides insight to new ideas and operational changes.
I use it as a reference, guide, info source as well as using it to point out how much the construction companies value production over traffic control, without which they could not work.
I review articles for potential information valuable to my position or for instructing others under my supervision.
Generally the articles are more involved than I get in my county commissioner duties. But, it's nice to know what's coming into practice that might apply to us.
There are some articles I find interesting, new construction going on in other areas of the country, winning projects, problems and solutions in the industry.
It is useful in keeping up on new technologies and method in the industry.
Good for new product information/case studies.
Helps keep us up to date.
Keeping up to date on safety plus new materials, equipment, and project applications.
8
ROADS & BRIDGES September 2012
6
PUBLICATION VERBATIMS
I am a bridge engineer and there are only a few bridge articles and advertisement for bridge devices.
Good source for new and innovative project management and construction technology examples.
Good trade journal.
Assists in keeping me current with construction products and methods.
I read Roads & Bridges to get an idea of what congress is up to, what projects are out there, and to keep track of new construction methods.
Provides info on state DOT and methods. Washington, Minnesota, Vermont are leaders; NJ, PA, Texas, Georgia are opposite-end laggards.
Helps keep up on the latest information, good for continuing education.
Use it to see what is going on around the industry and innovations.
It's like the Koran of road building magazines.
Provides updates on new products in the marketplace and innovations/uses.
I learn a great deal from the articles that apply to my lines of work and use the knowledge to increase productivity and profitability.
Helps us keep abreast of new products. We don't maintain roads but we do maintain large parking lots and access ways.
Information on current construction activities is very important.
Keeps me up on newer products and technologies, interesting articles on real life projects and issues.
I like some of the stories and info about jobs, etc. I look at a lot of the ads. I look for new products and new ways of doing things.
I enjoy seeing the new products and projects that take place and at times they will provide me an idea to use on my projects.
It’s a handy tool that is updated monthly.
Keeping up with latest technologies methods and materials.
9
ROADS & BRIDGES September 2012
6
PUBLICATION VERBATIMS
Information is quickly reviewed and can be followed up with specific questions of suppliers.
When on the road for work, I live in the same house as my crew, the magazines are always on the table when playing poker and are always talked about.
Good resource for various items.
Very useful for planning.
I like reading the articles more than anything. Also to see some neat projects that other companies have worked on.
Keeps me up on the latest techniques in construction around the US.
Keeps me current.
I like the articles dealing with public policy issues. Don't always agree with the editorial comments, though.
Keeps me up to date on products and services, while at the same time, giving me ideas on how to make a job better with examples and current construction projects.
Articles are of interest as the advertising of products.
Roads & Bridges keeps me up to date on new products and interesting projects and as I oversee contract administration I particularly like the Law: The Contractor's Side column.
Gives me ideas on how to solve problems.
I use it to stay on top of innovative products techniques and technologies.
I review the magazine and advertisements that are relevant to our current needs. I will follow up by looking up a website or contacting a company if I find something that may be useful to the organization.
It helps to keep me informed on new equipment and projects around the US.
Good reference for practices and products during safety investigations.
Helps me keep up with new technology and products.
Reference tool. New product awareness.
10
ROADS & BRIDGES September 2012
6
PUBLICATION VERBATIMS
Provides information on new technology and products.
Potential marketing outlet for one of our product lines.
Useful for seeing what the industry trends are and interesting projects.
Not too important but can be informative.
It is interesting to stay up-to-date with the latest technology described in the magazine.
A very helpful reference for new ideas/technologies.
I like to read the law section, because I gain more legal knowledge which helps me cope with potential issues.
11
