National Geographic Magazine EUROPE 2005 2005-NGM.pdf · The local language editions of National Geographic reach a total of 1,312,000 people in Europe 8.2 9.3 9.6 9.8 10.5 11.0 11.2

EUROPE 2005National Geographic Magazine

June 2005

CONTENTSUniverse Definition

-National Geographic Magazine on Europe 2005

The National Geographic Brand

National Geographic MagazineCoverage of Key GroupsAll respondentsUnder 35sHigh Income Earners & Private InvestorsFrequent travellersBoard members & High Profile Business People

National Geographic Cost Effectiveness

National Geographic MagazineReader Profile

Regional Profile & CirculationTravelMotoringTechnologyLuxury GoodsBusiness

New data released this year

Appendix

Who are we looking at ?Europe 2005 Universe

• 16 countries across Europe

• 10.16 million people

• Top 4% of working population

DECISION MAKERS & LEADING CONSUMERS

Universe Definition – Who is eligible?

Working Executives and Professionals who are:Aged 25+ AND

Earn €53,000 (£35 000)+ p.a.

OR

Take 6+ int’l business air trips p.a.

OR

Are a Director of a company with 25+

employees

Universe of 10.16 million people

Europe 2005 Universe

European Media Surveys

EMS

EMS Select

EBRS430,000

EuropeanOpinion Leaders31,000

250 million

All adults

10.16 million 40 million

8.2 million

Europe 2005


Typical Europe 2005 respondent

• 78% are male

• 47 years old

• Personal income is €80,000

• 76% have a degree

• Take 6 international business air trips and 2 international personal air trips per annum

• 2 cars in household

•Responsible for a business expenditure budget of €607,000

BASE: All respondents, 10,157,000


Europe 2005 Survey Sponsors

Who made it happen?

Media Owners

Bloomberg TelevisionBusinessWeekThe EconomistFinancial TimesInflight Marketing BureauNational Geographic Magazine

Media Agencies

Initiative MediaMedia Planning GroupMediacomMediaLabMindShareOgilvy PrimaryContactOMDPHDStarcomZenithOptimedia

National Geographic on Europe 2005

NGM is the number one title on the survey

NGM is Europe’s most widely read English-language magazine for the sixth year running

NGM has 839,000 readers in Europe

NGM reaches 8.3% of decision makers & leading consumers in Europe

Key Stats

Media Consumption of the National Geographic Brand

National Geographic has the highest coverage of all int’l titles

0.41.0

1.11.3

1.51.71.7

1.92.52.6

3.35.1

5.56.7

8.3

0 1 2 3 4 5 6 7 8 9

Inst. Investor

Euromoney

Forbes

USA Today

WSJE

Fortune

IHT

BusWk

HBR

Sci. Am

Newsweek

Time

Economist

FT

NGM (Int'l edition)

(%)

AIR of International Publications


National Geographic (Int’l) has 839,000 readers in Europe (English language edition)

The local language editions of National Geographic reach a total of 1,312,000 people in Europe

8.2

9.39.6

9.8

10.511.0

11.217.5

32.1

33.115.9

0 5 10 15 20 25 30 35

NGM Fra

NGM Sve

NGM Den

NGM Suo

NGM Ned-Belg

NGM Deu

NGM Nor

NGM Ita

NGM Por

NGM Esp

Net reach of NGM Local editions

(%)

AIR of local language editions of National Geographic

BASE: Each country(ies) where the local language edition is measuredNGM local editions measured; France, Denmark, Deutsch, Espana, Italia, Nederland-Belgie, Norge,

Portugal, Sverige, Suomi.

National Geographic’s website has the 2nd highest coverage of all websites of int’l print media

0.50.90.9

1.01.11.2

1.41.5

1.61.9

2.02.1

2.53.1

5.35.6

8.2

0 1 2 3 4 5 6 7 8 9

Inst. Inv.

Forbes

Fortune

Euromoney

Readers Digest

IHT

BusWk

USA Today

HBR

Newsweek

Sci. Am

WSJE

Time

Economist

Reuters

NG Website

FT

(%)

Websites visited in last 4 weeks


National Geographic TV Channel had 260,000 viewers yesterday

Yesterday Viewing

2.52.6

4.04.1

5.26.1

6.36.7

7.67.6

8.6

0 1 2 3 4 5 6 7 8 9

CNBC

National Geographic TV

Sky News

Bloomberg

TV5

MTV

EuroNews

CNN International

Discovery Channel

BBC World

Eurosport

(%)

TV Channels watched


Viewed In Last 4 Weeks

3.13.1

4.95.0

6.66.6

7.48.3

8.810.0

12.0

0 2 4 6 8 10 12 14

CNBC

Bloomberg

Sky News

TV5

National Geographic TV

Discovery Channel

EuroNews

BBC World

MTV

Eurosport

CNN International

(%)

Net reach of the National Geographic BrandCombined Consumption of Media

23.4

2.6

5.6

12.9

8.3

0 5 10 15 20 25

Net of all above

Viewed NG TV yesterday

Visited NG Website in lst4 wks

AIR NGM Local

AIR NGM Int'l

(%)


The National Geographic brand reaches 2,381,000 people in Europe(almost a quarter of all decision makers and leading consumers in Europe)

National Geographic’s Readership –Coverage of Key Groups

National Geographic has the highest coverage of all int’l titles

8.3

6.7

5.55.1

3.32.6 2.5

1.9 1.7 1.7 1.5 1.3 1.1 1.00.4

0

1

2

3

4

5

6

7

8

9

NGM FT Economist Time Newsweek Sci. Am HBR BusW k IHT Fortune W SJE USA Today Forbes Euromoney Inst. Investor

(%)

AIR of International Publications


8.4 8.3

7.2 6.9

3.8 3.5

2.6 2.3 2.31.8 1.5

0

1

2

3

4

5

6

7

8

9

NGM FT Economist Time HBR Newsweek BusWk WSJE Fortune IHT Forbes

(%)

BASE: All respondents under 35, 1,010,000

Coverage of Under 35s

National Geographic has the highest coverage of young Europeans

18.8

11.79.6

6.9 6.84.9 4.2 4.1 3.4 3.3 2.2

25.8

13.111.2

7.7 7.3 6.2 5.4 5.43.1 4.2

2.7

0

5

10

15

20

25

30

FT Economist NGM HBR Time BusWk WSJE Newsweek Fortune Forbes IHT

(%)

Psnl Income €150,000+Psnl Income €225,000+

BASE: All respondents with a personal annual income of €150,000+, 738,000

All respondents with a personal annual income of €225,000+, 260,000

Coverage of High Income Earners

National Geographic has strong coverage of high income earners in Europe

9.08.1

6.3

5.4

3.3 3.12.2 1.9 1.7 1.7 1.3

0

1

2

3

4

5

6

7

8

9

10

NGM FT Economist Time Newsweek HBR BusWk Fortune WSJE IHT Forbes

(%)

BASE: All respondentswith 3+ types of investments, 6,477,000

Coverage of private investors

National Geographic has the highest coverage of people with 3+ types of private investments

12.2 12.0

9.48.4

5.95.0

3.7 3.3 2.9 2.61.9

15.214.0

10.6

8.2

6.3

4.53.5 3.1 2.9 2.5 2.1

0

2

4

6

8

10

12

14

16

NGM FT Economist Time Newsweek HBR BusWk IHT Fortune WSJE Forbes

(%)

3+ Int'l Bus. Trips 3+ Int'l Psnl. Trips

BASE: All respondents taking 3+ int’l business air trips, 3,488,000

All respondents taking 3+ int’l psnl air trips, 2,072,000

Coverage of Frequent Travellers

National Geographic has the highest coverage of frequent travellers in Europe

11.410.5

9.08.0

5.75.0

3.5 3.22.7 2.5

1.7

10.7

8.5

6.7 6.5

4.03.0 2.6 2.3 1.9 1.8

1.3

0

2

4

6

8

10

12

NGM Financial Times Economist Time Newsweek HarvardBusiness Rev

BusinessWeek Int'l Herald Trib Fortune Wall St JournalEur

Forbes

(%)

15+ nights in hotel on business15+ nights in hotel on holiday

BASE: All respondents who spent 15+ nights in a hotel on business, 2,599,000

All respondents who spent 15+ nights in a hotel on holiday, 2,977,000

Coverage of people who stay in hotels

National Geographic has the highest coverage of people who have spent over 15 nights in hotels in the last 12 months

National Geographic has the highest coverage of board members in Europe

9.38.8

6.65.9

4.03.5

2.4 2.4 2.2 1.9 1.6

0

1

2

3

4

5

6

7

8

9

10

NGM FT Economist Time HBR Newsweek BusWk Fortune WSJE IHT Forbes

(%)

BASE: All Board Members, 2,475,000

Coverage of Board Members

National Geographic has the highest coverage of high profile Europeans eg. People who have published an article, book or paper, set up a new company etc.

10.4 10.4

8.0

6.8

4.8 4.5

3.12.4 2.3 2.3

1.7

0

2

4

6

8

10

12

NGM FT Economist Time Newsweek HBR BusWk Fortune WSJE IHT Forbes

(%)

Coverage of people who have undertaken high profile activities

BASE: All respondents who have undertaken 3+ high profile business activities, 4,311,000

National Geographic maintains the highest coverage across a campaign of 6 inserts (based on all respondents)

8.3

13.6

17.5

02468

101214161820

1 3 6

Number of Inserts

(%)

NGMTimeEconomistNewsweekBusWkFortuneForbes

BASE: All Respondents, 10,157,000

National Geographic’s coverage build over time

839 1,381 1,777 NGM’s Coverage (000s)

National Geographic is the most cost-effective title with the lowest CPT

136.6

130.7

116.7

114.9

114.8

110.7

67.3

0 20 40 60 80 100 120 140 160

Forbes

Time

Economist

Fortune

Newsweek

BusinessWeek

NGM

(US $)

Cost per Thousand – The Media Value of National Geographic

BASE: All respondents, 10,157,000Rates based on a full page 4 colour ad (US$)

National Geographic is the most cost-effective title for reaching people with cars worth over €50,000

1069.3

917.0

836.7

652.9

599.2

554.4

508.2

0 200 400 600 800 1000 1200

Time

Newsweek

Economist

Forbes

Fortune

BusinessWeek

NGM

(US $)

BASE: All respondents with cars worth over €50,000, 1,053,000Rates based on a full page 4 colour ad (US$)

Cost per Thousand – The Media Value of National Geographic

National Geographic’s Reader –Profile Data

29% of National Geographic’s readership is in the UK and 65% is in Continental Europe (excluding UK & Ireland)

UK, 29.4%

Germany, 9.5%

Italy, 9.5%Spain, 8.7%Netherlands, 7.2%

France, 5.2%

Ireland, 5.1%

Switzerland, 4.7%

Portugal, 4.4%

Norway, 4.2%

Sweden, 3.0%

Austria, 2.9%

Belgium, 2.6%Finland, 1.9%

Denmark, 1.2%Luxembourg, 0.4%

Regional Profile

BASE: All NGM readers, 839,000

Comparison of National Geographic’s circulation to National Geographic Europe 2005

29.4

9.5 9.5 8.77.2

5.2 5.1 4.7 4.4 4.23.0 2.9 2.6 1.9 1.2 0.4

53.0

6.54.2

2.2

6.03.4

8.1

3.81.0

2.4 2.81.1

2.61.3 1.4 0.3

0

10

20

30

40

50

UK Germany Italy Spain Netherlands France Ireland Sw itzerland Portugal Norw ay Sw eden Austria Belgium Finland Denmark Luxembourg

(%)

NG Europe 2005 NG Circulation

Regional Profile & Circulation

BASE: All NGM readers, 839,000 ABC circulation figures for NGM Int’l Edition, June-Dec 2004 figures

Typical National Geographic reader

• 73% are male (94), 27% are female (122)

• 49 yrs old (47yrs)

• 10% under 35 yrs (102)

• Personal income is €84,000 (€80,000)

• Household income is €112,000 (€103,000)

• 76% have a degree (104)

• 8% have an MBA (116)

National Geographic’s Reader Profile Summary

(Indices against the average shown in brackets) BASE: All NGM readers, 839,000

National Geographic readers are well travelledAIR TRAVEL

Taken 6+ int’l business trips in last 12 months 150 (Index)Taken 6+ int’l leisure trips in last 12 months 120 Any int’l air travel 115Any 1st/Business/Club Class travel on business 133

RAIL TRAVEL6+ int’l rail trips in last 12 months 143

HOTELS15+ nights spent in hotel in last 12 months 119Stayed in 5 star hotel on business in last 12 months 154

ATTITUDE TOWARDS TRAVELReally enjoy int’l business travel and look forward to it 120

Travel Profile


National Geographic readers are key target for motors advertisers

National Geographic readers have an average of 2 cars per household and almost 2 million readers have 3 or more cars.

Types of vehicle owned by National Geographic readers;4x4/Jeep/Off-Road vehicle 144 (Index)Sports/Coupe/Convertible 126Luxury/Executive 142

539,000 National Geographic readers own a 4x4, Jeep or Off-Road vehicle.

22% of National Geographic readers expect to replace their main car within the next year, this is 2.2 million people.

Motoring Profile


National Geographic readers like expensive motors

Vehicle prices;- National Geographic’s reader’s cars would cost an average of €35,997 if

bought new at today’s prices, almost €2,000 more than for the average respondent.

- National Geographic’s readers’ cars are worth a combined total of €29billion.- 13% of National Geographic readers’ main car is worth over €50,000 (index against average128).

Brand of car;- BMW is the most popular brand of car among National Geographic readers who are:

directors (10.2%)male, under 35 (11.9%)

- National Geographic readers are 65% more likely than the average Europe 2005 respondent to own a Jaguar or Daimler.

Motoring Profile


National Geographic readers are more likely to own their car and to select the brand, than readers of any other int’l title

74 72 71 71 69 69 69 68 66 65

56

93 91

8491 88

9388 91 89 91 91

0

10

20

30

40

50

60

70

80

90

100

Nat Geo Time Forbes FT Economist WSJE IHT Fortune Newsweek HBR BusWk

(%)

Main car owned by resp. or hh memberMake/model of main car selected by resp. or hh member

Motoring Profile


National Geographic readers are early adopters of technology…

For 78% of National Geographic readers keeping up to date with technology is important to them.

38% of National Geographic readers like to own the latest high-tech products & services.

Items in Home -(NGM readers indexed against non-NGM readers)

100

105

110

115

120

Home Cinema/FlatScreen/Surround

Sound/Plasma Screen

Cable/Satellite/Digital TV

Psnl Video Recorder

Digital Radio Receiver

DVD Player

Palm Computer/PDAWi -Fi (wireless) LaptopPC

Desktop PC

Web-cam

Scanner

Digital Camera/Camcorder

Technology Profile


98% of National Geographic readers have internet access and 62% access it everyday or almost everyday (index against average 118).

All National Geographic readers spend a total of 5 million (4,965,000) hours per week on the internet.

…and proficient internet users

…and are up-to-date with the latest in mobile phone technology

94% of National Geographic readers have a mobile phone.

Technology Profile

Mobile Phone Features Used68.3

8.5 9.64.3

34.2

13.5

1.8 1.89.1

2.2

74.0

11.2 12.04.8

43.7

17.5

3.2 2.910.7

2.50

10

20

30

40

50

60

70

80

Textmessaging

(SMS)

Picturemessaging

WAP/Mobileinternet

Radio Roaming Bluetoothtechnology

Videophone

Blackberrytechnology

Camera/l-mode

MP3 Player

(%)All respondentsNGM readers


National Geographic readers aren’t afraid to buy products on-line

77% of National Geographic readers have bought products or services on the internet in the last 12 months.

56% of National Geographic readers agree that buying on-line saves time.

National Geographic readers are 25% more likely than the average respondent to agree that e-commerce will change the way they do business in the future.

Technology Profile

128Cars

111On-line Banking

124Products that are not available in own country

117Computer Equipment/Hardware

129Entertainment Tickets

123Entertainment Products

125Travel

Index against average

Products/services bought in last 12 months


National Geographic readers are affluent consumers

National Geographic readers:Have a second/holiday home abroad 162 (Index)Own a yacht/motor boat 135Have a fine art collection 176

National Geographic readers’ most expensive watches are worth a total of €700million, which would buy approx 50,000 of the most expensive Rolex Underwater Submariner watches.

18% of National Geographic readers have a watch worth over €1,500 (index against average 109)

National Geographic readers are willing to spend a combined total of €484million on suits or other outfits, which would buy approx. 300,000 classic woollen Armani suits from the new Collezioni collection.

Luxury Goods Profile

National Geographic readers have a combined disposable household income of €83billion per year.


National Geographic readers are discerning consumers

Items bought in last 12 months40.1

6.5 7.0

18.415.1

7.7 6.22.8

47.3

7.6 8.5

24.621.0

10.7 8.63.0

05

101520253035404550

Perfume/eau detoilette/aftershave

(€100+)

Watch (€750+) Jewellery (€3000+) Shoes/boots (€220+) Clothing (€750+) Briefcase /handbag(€360+)

Pen /writinginstrument (€220+)

Box of cigars(€150+)

(%)

All respondentsNGM readers

Luxury Goods Profile

52% of NGM readers prefer to buy well known brands85% of NGM readers are prepared to pay extra for quality

49% of NGM readers consider themselves to be style-conscious34% of NGM readers regularly entertain in the best restaurants


National Geographic readers hold senior business positions…

Business Profile

*(C-Suite is defined as Chairman/President/Chief exec/COO or MD/General Manager or

CFO/Finance director/Treasurer or CIO)

Held an official position in a professional group

11.2

15.4

16.0

16.9

17.3

17.5

17.5

17.9

19.1

19.8

20.2

0 5 10 15 20 25

Forbes

IHT

BusWk

Economist

Fortune

Newsweek

FT

Time

WSJE

NGM

HBR

(%)



93,000 National Geographic readers are C-Suite* execs (11%, index 103).

295,000 National Geographic readers are directors (35%, index 103).

…and they are influential in business decision makingBusiness Profile

National Geographic readers are business decision makers

375,000 make decisions in IT

316,000 make decisions in Telecoms & Office Equipment

195,000 make decisions in Components, Materials, Equipment

332,000 make decisions in other business services

National Geographic readers make business purchase decisions worth a total of 305billion euros

National Geographic readers are active in their workActivities undertaken in past 12 months

0

10

20

30

40

50Entertained business contacts

Published an article/book/paper

Set up a new company

Worked on business strategies

Been involved in strategic direction ofyour company

Headed an industry/professionalcommittee

Held an official position in a professionalgroup Been interviewed on TV/radio/press

Addressed a professional conference asan official speaker

Acted as a spokesperson for yourcompany/profession

Worked in a team to evaluate newinvestments

Lobbied or advised members ofinstitutes/governments

Attended a Corporate Hospitality Event

NGM ReadersAll respondents

Business Related Courses In Last 12 MonthsMBA 178 (Index)MA/MSc/PhD/DPhil 197Other post graduate qualification 1295 day-2 month executive development 1133-5 day executives development 122

Business Profile


Important Reading – Readers of titles give their viewTo you in your job

29.32.7

15.934.4

10.89.5

4.35.96.3

31.616.0

25.23.9

8.952.3

0 10 20 30 40 50 60

Sci. Am.

NGM

Inst. Inv.

HBR

Euromoney

Fortune

Forbes

Time

Newswwek

Economist

BusWk

WSJE

USA Today

IHT

FT

(%)

Personal interest reading

24.0

40.3

0.0

14.6

3.9

6.0

4.3

13.1

8.4

21.2

6.7

3.4

11.0

7.7

11.6

0 10 20 30 40 50 60

Sci. Am.

NGM

Inst. Inv.

HBR

Euromoney

Fortune

Forbes

Time

Newswwek

Economist

BusWk

WSJE

USA Today

IHT

FT

(%)

Overall

9.5

11.6

0.0

10.7

1.0

7.7

3.5

14.6

8.4

25.7

4.1

6.8

3.2

10.1

21.4

0 10 20 30 40 50 60

Sci. Am.

NGM

Inst. Inv.

HBR

Euromoney

Fortune

Forbes

Time

Newswwek

Economist

BusWk

WSJE

USA Today

IHT

FT

(%)

BASE: All readers of each title separately

National Geographic scores highly because readers choose to read National Geographic, they are closely involved with the magazine

New data

National Geographic readers are much more likely to find NGM ‘interesting’, than readers of other titles are to find the other titles interesting

Appendix

National Geographic has the highest duplication with Time Magazine – but all titles have low levels of duplication

% of National Geographic readers reading other int'l magazines

19.9

15.8 15.713.2

5.7 5.3 4.8 4.1 3.5 2.4 1.70

5

10

15

20

25

30

35

40

Time FT Economist Newsweek Fortune BusWk IHT USA Today WSJE Forbes Forbes

(%)

Duplication of Readership


A large proportion of readers of other titles also read NationalGeographic.

% of readers of other int'l publications reading National Geographic

19.915.8 15.7

13.2

5.7 5.3 4.8 4.1 3.5 2.4

32.6

19.623.5

33.428.6

22.7 23.726.8

19.717.2

05

10152025303540

Time FT Economist Newsweek Fortune BusWk IHT USAToday

WSJE Forbes

(%)

Duplication of Readership


e.g. a third of Newsweek readers are already covered by NGM, where as an ad in Newsweek would miss out 87% of NGM readers, if National Geographic was not included on the schedule

National Geographic has the highest number of solusreaders, so if NGM was missed off a schedule you would lose the most people

% of Solus Readers

0,30,3

0,30,4

0,80,9

1,01,6

1,72,2

4,0

0 0,5 1 1,5 2 2,5 3 3,5 4

F o rt une

F o rb es

IHT

B usW k

HB R

N ewsweek

Sci. A m.

T ime

Eco nomist

F T

N GM

(%)

Solus Readership


404,000223,000

170,000

158,000

99,000

86,000

84,000

41,000

34,000

28,000

28,000

The readership of int’l monthlies has increased in the last 3 surveys

AIR of Frequency Groups

05

1015202530

2000 2001 2002 2003 2004 2005

(%)

Any Int'l TitleAny Int'l DailyAny Int'l WeeklyAny Int'l Weekly/FortnightlyAny Int'l Monthly


Int’l monthly publications as a group are the only frequency group to have increased readership from 2003

Readership habits since 2000

Documents

National Geographic Magazine EUROPE 2005 2005-NGM.pdf · The local language editions of National Geographic reach a total of 1,312,000 people in Europe 8.2 9.3 9.6 9.8 10.5 11.0 11.2