2011 readership study

Reader Survey ReportCEG-Reader Survey Results.indd 1 2/6/2012 9:26:56 AM

Chief Executive magazine

provides the most

concentrated collection

of ultimate decision-

makers available

anywhere.

Readership (by position)

CEO/President/Chairman/Managing Director/Partner/Owner

COO/Divisional President/General Manager

CFO/CIO/CTO

Senior Military/Other

89.4%

3.4%3.5%

3.7%

Source: February 2012 circulation data1

CEG-Reader Survey Results.indd 1 2/6/2012 9:26:56 AM

11.1%

33%

40.5%

15.4%$1 Billion +

$100 - $999.9 Million

$10 - $99.9 Million

Under $10 Million


reaches CEOs at large,

mid-sized and small

companies across a

variety of industries.

Company Size (in revenue)

Industry Representation

5.6%

2.5%

3.1%

2.9%

3.4%

3.7%

3.7%

6.8%

10.8%

12.2%

12.9%

14.8%

17%Financial Services

Healthcare

Retail/Wholesale/Distribution

Manufacturing

Construction/Engineering/Mining

Mgmt Services/Consulting/Legal

Technology/Software/Data

Energy/Utility

Transportation

Advertising/Marketing/PR/Media

Government/Labor/Education

Real Estate

Travel and Leisure

Other

0.6%

Source: February 2012 circulation data2



is trusted by CEOs.

Nearly 60% of our

readers have been

reading Chief Executive

magazine for over 5 years.

CEO Readership Trust

98.6%Yes

No 1.4%

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

Readership Loyalty

23.8%

35.8%

27%

10.6%

3%

10+ years

5 - 10 years

2 - 5 years

1 - 2 years

Less than 1 year

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

13.7%

85.1%

1.2% 0%

4 - 6 issues 2 - 3 issues 1 issue 0 issues

N=1,178 N=1,182 3


RecommendationsChief Executive magazine

has a total readership

of 125,028.

Most readers are

likely to recommend


to a colleague or friend

who is a CEO.

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

11%

9.8%

31.3%24.9%

23%

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

4 or more

3 people

2 people

1 person

None

N=1,168

(very likely)

Average: 8.75 out of 10

5

437

316

242

93

3832111 2

109876543210(not likely)

N=1,177

4



provides audience

exclusivity with little

overlap with other

business publications.

Readership Exclusivity

Which of the following publications do you read?

69.9%

29%

31.4%

36.1%

39.5%

19.3%

33%

32.3%Business Week

(Percentage of respondents answering 33% of the time or more)

CFO

Fast Company

Forbes

Fortune

Harvard Business Journal

The Economist

Wall Street Journal

N=1,172 5



readers drive significant

purchase decisions

and are becoming

increasingly involved

in purchasing decisions.

Purchasing Involvement

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?

56.7%

69.5%

50.5%

69%

57.2%

65.3%

63.1%

72.7%

56.2%

76.2%

49.1%

67.2%

Investment Banking Services

Commercial Banking

Insurance

Consulting Services

Executive Search Services

Company Cars or Trucks

Technology (hardware, software

and services)

65%

74.6% Company Likely to Purchase

Personally Involved In

N=1,084

30.9%

55.8%

13.3%

More Involved

Similar Involvement

Less Involved

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

N=1,116

6


Chief Executive

magazine readers are

extraordinarily affluent.

The average reader is

a 57 year-old male with

a personal annual income

of $1,188,975.

The average reader has a

net worth of $9,921,089,

excluding their primary

home value.

Reader Demographics

93%

7%

Male

Female

N=1,120

11.8%

31.8%

39.4%

14%

2.9%Under 40

40 - 49

50 - 59

60 - 69

70+N=1,125

Current Net Worth(excluding home)

Percentage of Net Worth in Company Equity

13.3%

43.8% 19.1%

14.7%

9.1%

20.7%

50%15%

9.3%5%

Under 10%

10 - 24.9%

25 - 49.9%

50 - 75%

Over 75%

N=982 N=1,011

$25 Million +

$10 - 25 Million

$5 - 9.9 Million

$1 - 4.9 Million

Under $1 Million 7


Chief Executive

magazine readers

have extraordinary

discretionary spending

power.

The median wage of


readers is $501,904.

Reader Lifestyle

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

* Includes charter, purchase, and jet sharing.

Intend to Purchase May Purchase Total

30.3%

36.7%

27.1%

33.8%

39%

39.8%

37.5%

28.1%

38.3%

27.7%

33%

19.6%

23.7%

14.4%

17.7%

13.6%

56.3%

40.2%

48.3%

35.3%

24.2%

21.5%

21.8%

29.3%

17.7%

27%

16.7%

20%

14.3%

Business Class Airline Tickets

Boat/Yacht

Private Aviation*

Over $75,000 Car

Luxury Vacation Home

Ski Vacation

Fine Jewelry/Watches ($5,000+)

$50,000 - $75,000 Car

Art/Antiques

First Class Airline Tickets

Adventure Travel

Education Travel

Cruise Vacation

$30,000 - $50,000 Car

Fine Wine

Luxury Beach/Spa Vacation

86.6%

76.9%

75.5%

69.1%

63.2%

61.3%

59.3%

57.4%

56%

54.7%

49.7%

39.6%

30.6%

28.7%

25.6%

17.9%

6.9%

7.9%

4.3%

8



is confident that the

reader survey results

provide an accurate

representation of our

readership.

Study Methodology

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.

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 PersonalAnnual Income

$1,124,335Before

$1,188,976After

Median PersonalAnnual Income

$470,285Before

$501,904After

AverageNet Worth

$8,834,012Before

$9,921,089After

9.3%

21.2%

34.5%

35%

11%

32.2%

42.1%

14.7%

$1 Billion +Company Revenue

$100 - 999.9 MillionCompany Revenue

$10 - 99.9 MillionCompany Revenue

Less than $10 MillionCompany Revenue

Circulation

Survey Respondents

9


2011 Reader Survey Report

Chief Executive GroupOne Sound Shore Drive, Suite 100

Greenwich, Connecticut 06830


2011 readership study

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