Montvale, NJ, February 28, 2003 - SYS-CON Media announced today the results of its November 2002 print ad study. SYS-CON's ad study program is considered one of the most valuable tools measuring the effectiveness of print advertising campaigns produced and implemented by i-technology software vendors and their agencies. The next study will be conducted in July 2003, and all March-July print advertisers will be included in that comprehensive research program.
More than 50 display ads appearing in print in SYS-CON publications in November 2002 were individually analyzed by an independent research firm in partnership with SYS-CON Media. The customized reports were presented to these companies and their agencies earlier this week. Each report contained the results measuring the Recall and Readership of advertisements that appeared in a particular issue. A sample of readers were selected on an nth name basis from the publication's circulation list at mid-interval, (after receiving the studied issue but before receiving the subsequent issue). The participants clicked on to a Web site where they viewed the ads, and responded accordingly. The customized reports are based on returns from a sample representative of the entire circulation.
Four independent scores were used throughout the reports:
Recall Seeing the Ad: The percentage of respondents who recalled seeing the advertisement in the issue.
Recall Reading the Ad: The percentage of respondents who read the advertisement.
AdStudy Score: The percentage of ad exposure, 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 advertiser, or sales representation for the product advertised, in the past six months.
In the analyzed issue, among fifty analyzed pages, the top five AdStudy scores were from these companies:
Rational Software: 154% ("Be liberated" ad) Oracle: 152% ("Faster and cheaper than IBM or BEA" ad) Sitraka/JProbe: 152% ("Ensure high-performing Java code, wherever it runs" ad) BEA Systems: 137% ("Developing Web Services before WebLogic Workshop" ad) Apple Computer: 136% ("Porsche has a 420-hp, water cooled, twin turbo power plant. We have this." ad)
Top performing advertisement categories, based on the average score of the ads within the category, ranked as follows:
SYS-CON Media presented the five top performing companies, and their agencies that created the display ads, with individual award certificates earlier this week. Outside the top five performing ads, individual ad scores of all other ads were not publicly disclosed, but the detailed customized reports were presented to the respective advertisers or their agencies. These individual reports provide invaluable information such as size and color averages, reader traffic flow charts, comprehensive reader profiles, percentage of readers who have seen sales representation, and specific actions taken by reader as a result of advertisements they have seen in SYS-CON's publications.
According to the study conducted by an independent and a well-established research organization, 22% of readers participated in the study bought products or services advertised, 42% recommended specific products, 51% referred an ad to someone else in the company by passing along a tear sheet, photocopy, or actual issue, 62% discussed an ad with someone else in the company, 30% requested additional information from a company, sales representative or distributor, and 72% visited the advertiser's Web site. 94% of survey participants took one or more actions, and 6% did not take any action.
"One of the most comprehensive ad study surveys conducted in the i-technology media space in the past 10 years proves that print advertising is still the most effective medium to reach buyers and decision makers to market your products and services," said Carmen Gonzalez, senior vice president of marketing and sales at SYS-CON Media. "We shared the results of this study with our top 50 advertisers, and each and every one of them was delighted with the depth of information we provided to help them improve their advertising messages. Our next study is scheduled for the July 2003 issue, and all our advertisers with six-month insertions between March through July will be included in our 2003 AdStudy."
Each month SYS-CON Media reaches over half a million i-technology professionals through its specialty journals, magazines, books, conferences, and the SYS-CON interactive portal with its 87 Web sites at www.sys-con.com.
About SYS-CON Events, Inc.
SYS-CON Events, Inc. is the world's leading producer of i-technology developer conferences and expositions. SYS-CON Events' 2003 conference and expo calendar includes: JDJEdge 2003 East - International Java Developer Conference & Expo, colocated with Web Services Edge 2003 East - International Web Services Conference & Expo, XMLEdge 2003 East - International XML Conference & Expo, and .NET Edge 2003 East - International .NET Developer Conference & Expo which will take place March 18-20, 2003 at Hynes Convention Center in Boston, MA. Other events include June 3-5, in London, England; June 24-26, in Berlin, Germany; September in Hong Kong; and October in California.
All company and product names may be trademarks or registered trademarks of their respective companies in the United States and other countries. SYS-CON is independent of Sun, IBM, Microsoft, Oracle, BEA, Dell, and all other companies mentioned in this press release. XMLEdge International XML Conference & Expo is not related to XMLEdge by MobileQ, a platform for a complete wireless Internet infrastructure.
Contact: Carmen Gonzalez (advertising) Voice: 201 802-3021 E-mail: carmen@sys-con.com
Contact: Alan Williamson (editorial) Voice: 201 802-3044 E-mail: alan@sys-con.com
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