worldcom media survey

Media SurveyMedia SurveyDecember 2010

Worldcom Media Survey

Description:

Thi h b d i h 17 i b d i C l E ( G N h l d• This survey has been done with 17 agencies based in Central Europe ( Germany, Netherlands, Switzerland and Austria ), Eastern Europe ( Czech Republic, Lithuania, Poland, Russia, Slovenia and Turkey ), Northern Europe ( Denmark, Finland, United Kingdom) and Southern Europe ( France, Italy, Spain and Portugal., y, p g

• The survey was done during the month of December 2010

• The purpose of this survey was to identify differences between regions when dealing with media

• We have analyzed media trends across Europe in the following market sectors: Tourism, Public Affairs, Pharmaceutical, IT, Technology and Electronics, Health, Fashion and Cosmetics, Food and Beverage and Consumer Goods.


Summary:

• Dailies and magazines are still the most important media in all industries. Bloggers appear to be f l h h d dsignificant only in the Fashion and Cosmetics industry.

• As a major trends, journalists prefer to be informed face to face during interviews or working lunches f d i l t P i N th E j li t ld bversus press conferences and social events. Per regions, Northern European journalists would be

more open to social events while in Southern Europe Press Conferences still attract them. Southern and Eastern agencies can gather around 30 journalists in a Consumer Goods press conference while Nordic and Central will gather around a third of that number.g

• Journalists will only travel to events if their expenses are covered, and in Central Europe if it is interesting enough for them.g g

• Press releases should be localized. More than 80% of countries declare that journalists do not like to receive them in English

• Social media is still not considered a tool for B2B communication, and less than 25% of journalists use Twitter as a working tool.


If you had a new client who is launching a new product for the first time in your market, which would be the correct media mix in your media outreach?

Tourism

Pharmaceutical

Public Affairs

Tourism

Bloggers

Health

IT , Technology, ElectronicsDailies

Free lancers

Magazine

Fashion / Cosmetics

Food and BeverageMagazine

Newswire

Radio/Tv

0% 20% 40% 60% 80% 100%

Consumer Goods


If a new client was visiting your country for the first time and had no local offices, what event format would you recommend to meet the press?

Press Meeting Format

64,7%29,4%

11,8% 5,9%

29,4%

58,8%

One2one interviews in your office Breakfast/ Lunch with press

Press conference in one city Visit editors

Social event Press conference in multiple citiesp


On the previous graphic we see the most recommended event formats when meeting the press for the first time are one‐to‐one interviews and breakfast or lunch, across Europe. By regions, Southern Europe gives the same importance to Press Conferences in one city but does not recommend Social Events In Central Europe visit to editors is widely accepted by the mediarecommend Social Events. In Central Europe, visit to editors is widely accepted by the media. Northern European media are very keen on breakfast or lunch and social events. Eastern Europe will recommend to cover more than one city when organizing a press conference.

Social event

Visit editors

Breakfast /Lunch

South

Press conference in multiple cities

One to one interviewsNorth

Eastern

Central

Press conference in one city

p

0% 10% 20% 30% 40% 50% 60% 70% 80%


In a press conference, what is the maximum number of attendees you can expect in your country?

Number of Attendees in Press Meetings

Fashion and Cosmetics

Pharmaceutical

Public Affairs

Health

Food and Beverage

Fashion and Cosmetics

Consumer Goods

Technology

Tourism

0 5 10 15 20 25 30


As we have seen, the maximum number of attendees to a press conference or meetings will depend largely on the market sector, but there are significant differences depending on in which country it will take place. For example, the number of media attending a presswhich country it will take place. For example, the number of media attending a press conference in the technology industry is around 20 in Southern and Eastern Europe while in Northern and Central will be less than 10. In the consumer goods industry we can find as much as 40 media in Southern Europe and as less as 5 in Northern Europe.

37

35

40

29

21 2225

30

35

17

8 810

15

20 Consumer Goods

Technology

58

0

5

10

Central Eastern North South


Are editors and journalists in your country keen on travelling to other cities to attend meetings / trade shows under their own expenses?

17 6%

Travelling on Own ExpensesAccording to global results on the left, only 2 out of 10 journalists will travelto an event on their own expenses17,6%

82,4%

Yes

No

to an event on their own expenses

North

South

No

Per regions, no Southern Europeanjournalist will travel if his expenses are

Central

EasternYesnot payed by the client, while in

Northern Europe, 4 out of 10 will stilltravel on their own expenses

0% 20% 40% 60% 80% 100%


Are editors and journalists in your country keen on travelling to other cities to attend meetings / trade shows if they are invited and expenses covered?

Travelling on Payed Expenses 8 t f 10 j li t ill t l t6%

12%

Travelling on Payed Expenses 8 out of 10 journalists will travel to anevent if the expenses are payed for. There is a 6% that would not decide on a monetary reason but on a quality

82%

y q yreason.

Depends who is inviting and to what No Yes

North

South

In Central Europe only 6 out of 10 would attend a trade show or pressmeeting even if it’s payed for while in

0% 20% 40% 60% 80% 100%

Central

Easternmeeting even if it s payed for, while in Northern and Southern Europe allinvited journalists would attend.

0% 20% 40% 60% 80% 100%

Maybe No Yes


Is sending press releases and corporate information in English to journalists in your country effective?

Press Releases in English Only two countries have answered yes to receiving press releases in English. O i UK hi h i b i d h6%12% One is UK, which is obvious, and thesecond one is Portugal. Portugal prefers to recieve press releases in English instead of BrazilianEnglish instead of BrazilianPortuguese. Lithuania answered “ I don’t know” which reflects that theEnglish level is not homogeneous in h di

82%

I don't know No Yes

the media.


Would you recommend the use of Facebook in your country for a B2B Leadership Recognition Campaign?

29 4%

Facebook for B2B

29,4%

Yes

No

70,6%

100%

120%

40%

60%

80%

No

Yes

0%

20%

40%

Central Eastern North SouthCentral Eastern North South


Question 9: Do journalists in your country use Twitter as a professional tool?

Twitter Use

70,6%

More than 75 %

Around 50%

5,9%

23,5% Less than 25%

The only country where more than 75% of journalist use Twitteris Lithuania In the rest of the countries around 25% to 50%is Lithuania. In the rest of the countries, around 25% to 50% of journalists use Twitter as a working tool.


How would you rate your business in 2010 compared to 2009 in terms of monetary volume?

Business evolution 2010 vs 2009

On line advertisement

Events

Social Media

Traditional advertisement Increased

Remained the same

D d

Press Office

Crisis Communication

Decreased

0% 20% 40% 60% 80% 100%

Contact us!

This presentation has been prepared by:

ld k iWorldcom Marketing EMEA

Contact: [email protected]

worldcom media survey

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