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Reader Survey Report CEG-Reader Survey Results.indd 1

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Readership (by position) Chief Executive magazine provides the most concentrated collection

3.5%

3.7%

3.4%

of ultimate decisionmakers available anywhere.

89.4%

CEO/President/Chairman/Managing Director/Partner/Owner COO/Divisional President/General Manager CFO/CIO/CTO Senior Military/Other Source: February 2012 circulation data

CEG-Reader Survey Results.indd 1

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Company Size (in revenue) Chief Executive magazine 11.1%

reaches CEOs at large, mid-sized and small

15.4%

$1 Billion +

33%

$100 - $999.9 Million

companies across a variety of industries.

$10 - $99.9 Million Under $10 Million

40.5%

Industry Representation Financial Services Healthcare

14.8%

Retail/Wholesale/Distribution

12.9%

Manufacturing

12.2%

Construction/Engineering/Mining

10.8%

Mgmt Services/Consulting/Legal

6.8%

Technology/Software/Data

3.7%

Energy/Utility

3.7%

Transportation

3.4%

Advertising/Marketing/PR/Media

2.9%

Government/Labor/Education

3.1%

Real Estate

2.5%

Travel and Leisure Source: February 2012 circulation data

CEG-Reader Survey Results.indd 2

17%

Other

0.6% 5.6% 2 2/6/2012 9:26:56 AM


CEO Readership Trust Chief Executive magazine is trusted by CEOs.

Chief Executive magazine provides CEO perspectives and practices that are valuable to me.

Nearly 60% of our readers have been

Yes

98.6%

No

1.4%

reading Chief Executive

Readership Loyalty

magazine for over 5 years.

3%

How many of the past 6 issues have you looked at or read?

85.1%

10.6% 23.8%

27% 35.8% 10+ years 5 - 10 years

13.7% 4 - 6 issues 2 - 3 issues

0%

1 issue

0 issues

N=1,178

CEG-Reader Survey Results.indd 3

2 - 5 years

1.2%

1 - 2 years Less than 1 year N=1,182

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Recommendations Chief Executive magazine has a total readership

With how many people do you typically share articles or issues of Chief Executive magazine? 4 or more

of 125,028.

3 people

11%

2 people

23%

9.8%

Most readers are

1 person None

likely to recommend

437

24.9%

Chief Executive magazine

31.3% Average: 8.75 out of 10

to a colleague or friend

N=1,177

who is a CEO.

316

242

How likely are you to recommend Chief Executive magazine to a friend or colleague who is a CEO?

93

1

2

1

5

32

38

0 1 (not likely)

2

3

4

5

6

1

N=1,168

CEG-Reader Survey Results.indd 4

7

8

9 10 (very likely) 4 2/6/2012 9:26:56 AM


Readership Exclusivity Chief Executive magazine provides audience

Which of the following publications do you read?

exclusivity with little overlap with other business publications.

Business Week

CFO

32.3%

33%

Fast Company

19.3%

Forbes

39.5%

Fortune

36.1%

Harvard Business Journal

31.4%

The Economist

Wall Street Journal

29%

69.9% (Percentage of respondents answering 33% of the time or more) N=1,172

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Purchasing Involvement Chief Executive magazine readers drive significant purchase decisions and are becoming increasingly involved in purchasing decisions.

Which of the following purchases is your company likely to make in the next 3 years? Which of these purchases would you get involved in evaluating and/or approving vendors? Investment Banking Services

74.6% 65%

Commercial Banking

69.5% 56.7%

Insurance

69% 50.5%

Consulting Services

65.3% 57.2%

Executive Search Services

72.7% 63.1%

Company Cars or Trucks

76.2% 56.2%

Technology

67.2% 49.1%

(hardware, software and services)

Company Likely to Purchase Personally Involved In

N=1,084

Are you likely to get more or less involved in key purchasing decisions over the next few years?

13.3% 30.9%

More Involved Similar Involvement

55.8% N=1,116

Less Involved

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Reader Demographics Chief Executive magazine readers are extraordinarily affluent.

Under 40

2.9%

40 - 49

14%

50 - 59

39.4%

60 - 69

31.8%

7%

93%

The average reader is a 57 year-old male with a personal annual income

N=1,120

Male 70+

11.8%

Female

N=1,125

of $1,188,975. Current Net Worth (excluding home)

Percentage of Net Worth in Company Equity

The average reader has a 13.3%

net worth of $9,921,089,

5%

9.1%

9.3%

14.7%

excluding their primary

15%

home value.

43.8%

50%

19.1% 20.7%

N=982

CEG-Reader Survey Results.indd 7

N=1,011

$25 Million +

Under 10%

$10 - 25 Million

10 - 24.9%

$5 - 9.9 Million

25 - 49.9%

$1 - 4.9 Million

50 - 75%

Under $1 Million

Over 75%

7

2/6/2012 9:26:57 AM


Reader Lifestyle Chief Executive magazine readers

Which of the following items are you likely to purchase (or lease) for yourself or your family in the next 3 years? Intend to Purchase

May Purchase

have extraordinary

Business Class Airline Tickets

56.3%

discretionary spending

Luxury Beach/Spa Vacation

40.2%

power.

Fine Wine

48.3%

$30,000 - $50,000 Car

35.3%

The median wage of

Cruise Vacation

24.2%

39%

Chief Executive magazine

Education Travel

21.5%

39.8%

Adventure Travel

21.8%

37.5%

First Class Airline Tickets

29.3%

readers is $501,904.

Art/Antiques $50,000 - $75,000 Car Fine Jewelry/Watches ($5,000+) Ski Vacation Luxury Vacation Home Over $75,000 Car Private Aviation* Boat/Yacht

75.5%

27.1%

69.1%

33.8%

63.2% 61.3% 59.3% 57.4%

28.1% 38.3%

56% 27.7%

16.7%

54.7% 49.7%

33%

20%

19.6%

6.9% 23.7%

30.6% 28.7%

14.4%

7.9% 17.7%

39.6%

25.6%

13.6% 17.9%

* Includes charter, purchase, and jet sharing. CEG-Reader Survey Results.indd 8

76.9%

36.7%

27%

4.3%

86.6%

30.3%

17.7%

14.3%

Total

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Study Methodology Chief Executive magazine is confident that the reader survey results provide an accurate representation of our readership.

Chief Executive fielded a 19-question survey to the readers of the magazine via email. The survey was sent via email in a single request in December 2011. Unless otherwise noted, data sourced from Reader Survey. A total of 1,200 usable responses were received. This sample size, given a total magazine circulation of 42,000, provides a 95% confidence level with a +/- 2.8% confidence interval. As would be expected, response rates inversely correlate with company size: the larger the company, the lower the CEO likelihood to respond to the survey. $1 Billion + Company Revenue

11% 9.3%

$100 - 999.9 Million Company Revenue

32.2% 21.2%

$10 - 99.9 Million Company Revenue

42.1% 34.5%

Less than $10 Million Company Revenue

14.7% 35%

Circulation Survey Respondents

To control for this bias for average/median personal annual income and average net worth, statistical sampling using stratification of the data was used. We believe this method more accurately represents the readership. Average Personal Annual Income

Median Personal Annual Income

Before

After

Before

After

$1,124,335

$1,188,976

$470,285

$501,904

Average Net Worth Before

After

$8,834,012 $9,921,089 9

CEG-Reader Survey Results.indd 9

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2011 Reader Survey Report

Chief Executive Group One Sound Shore Drive, Suite 100 Greenwich, Connecticut 06830 CEG-Reader Survey Results.indd 1

2/6/2012 9:26:57 AM

2011 Readership Study  

Analysis of theChief Executive reader, company size, job title, loyalty, level of involvement in purchasing decisions, demographics, lifesty...

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