Federal Media and Marketing Study 2014

© 2014 Market Connections, Inc.
2014 Federal Mediaand Marketing Study Overview
JUNE 5, 2014 | 6THANNUAL RELEASE
1

2014 FEDERAL MEDIA & MARKETING STUDY | © MARKET CONNECTIONS, INC. | 703.378.2025
FEDERAL MEDIA & MARKETING STUDY 2014
New This Year
2
•Effects of shrinking budgets on media
•Time spent accessing media on an average workday
•Weekend morning TV news viewership
•Local TV and radio websites accessed from a mobile device
•Sporting events watched on TV and attended live
•Trips taken out of local airports
•New graph feature in media tool

Methodology
3
•Comprehensive respondent base
o22print publications
oThird party databases
oWebsites
oAssociations
•Over 150,000 unique email addresses
•Online survey fielded in February –March, 2014
•Sample size: Over 3,700
•Data weighted to ensure publications were not over-or under-represented in sample

Respondent Base
4
Air Force Times
Armed Forces Journal.com
Army Times
Aviation Week & Space Technology
C4ISR Journal & Networks
Defense News
Defense One
Defense Systems
Federal Computer Week
Federal Times
FierceGovernment
FierceGovernmentIT
FierceHealthcare
FierceHealthIT
Foreign Affairs
Government Computer News
Government Executive
HSToday
Marine Corps Times
NCMA
Navy Times
Nextgov
Market Connections Panel

Topics Covered
5
Demographics:
•Agency/ Location
•Age/ Education/ Gender
•Rank
Job function/ purchase responsibility
Trade shows, webinars
e-Newsletters
Media usage, including:
•Print
•Digital: Web, Mobile & Social sites
•Blogs
Washington, DC
•Print, digital, broadcast

Job Function
6
Accounting, budget and finance
Administration and office services
Aviation services/operations
Communications/telecommunications
Cloud computing
Cybersecurity
Engineering/architecture
Energy and environmental
Emergency response, safety
Executive and command
Facilities, real estate
Forestry, wildlife and environment
Health IT
Human resources, personnel, benefits
Information tech., computers, systems
Intel/ security
Law enforcement/ public safety
Legal, law, patent, copyright
Logistics
Maintenance and repair
Medical, health
Project/program management & admin.
Purchasing, contracting, procurement
Scientific, mathematics, R&D
Social sciences, welfare
Training, education

Product and Service Purchase Categories
7
Aircraft
Aviation/aerospace products & services
Big data/analytics
Building/facilities/real estate/office space
Command and control systems/C4ISR
Cloud computing services
Communications/Tele- communications
Computer systems/hardware
Consulting services
Cybersecurity
Defense comm. systems
Education/training classes
Energy conservation products/services
Engineering products/ services
Environmental engineering services
Financial services
Fleet or individual auto purchases/lease
Furniture/furnishings
Ground maintenance
Health IT
Human resource services
Independent Verification & Validation
Intel/ security
IT security
IT services
Laboratory, scientific and medical products
Law enforcement/ fire/emergency
Legal services
Marketing/media services
Office equipment, supplies
Ships and submarines
Simulation/training equipment/services
Software
Systems engineering
Travel services
Weapons/combat systems
RED INDICATES NEW

FEDERAL & CONGRESSIONAL MEDIA
Publications, Websites and Mobile Sites
Air Force Magazine
Air Force Times
Army Magazine
Army Times
Aviation Week and Space Technology
C4ISR + Networks
Contract Management
CQ Weekly
Defense News
Defense Systems
Federal Computer Week
Federal Times
Government Computer News
Government Product News
Government Security News
The Hill
Homeland Security Today
Jane’s Defense Weekly
Marine Corps Times
Military Engineer
Military Information Technology
Military Logistics Forum
Military Training Technology
National Guard
National Journal
Naval Institute Proceedings
Navy Times
Politico
Roll Call
Seapower
Security
Security Management
Signal
The Officer
i360gov.com
ArmedForcesJournal.com
BreakingDefense.com
BreakingGov.com
Defensedaily.com
Defenseone.com
DoDBuzz.com
Fedscoop.com
FierceGovernment.com
FierceGovernmentIT.com
Federalnewsradio.com
GovHealthIT.com
Military.com
Military1.com
8
RED INDICATES NEW

BUSINESS & NEWS MEDIA
Publications, Websites & Mobile Sites
9
ABCNews.com
Accuweather.com
BloombergBusinessWeek
CBSNews.com
CNBC.com
CNN.com
Cspan.org
Foxnews.com
HLNTV.com
HuffingtonPost.com
Newsweek.com
The Atlantic
The Economist
Foreign Affairs
Foreign Policy
The New York Times
The New Yorker
The Wall Street Journal
The Week
Time
USAToday
USNews.com
WashingtonPost.com
Weather.com
RED INDICATES NEW

CIO
CNET.com
ComputerWorld
Engadget.com
IEEESpectrum
Information Week
Infoworld
Network World
Scientific American
Spacenews.com
Techcrunch.com
Techrepublic.com
Techtarget.com
Wired.com
ZDNet.com
10
TECHNOLOGY & INDUSTRY MEDIA
Publications, Websites & Mobile Sites
RED INDICATES NEW

Social Media
11
Disgover
Facebook
Flickr
Foursquare
GSAInteract
Google+
GovLoop
GovTwit
Instagram
LinkedIn
MySpace
Path
Pinterest
Scribd
StumbleUpon
Tumblr
Twitter
Wikis
YouTube
RED INDICATES NEW

WASHINGTON METRO AREA
Media Properties
12
PUBLICATIONS
Washington Post
Washington Times
Washington Examiner
Washington Post Express
Washingtonian Magazine
Washington Business Journal
TV NEWS CHANNELS
4 NBC WRC
5 FOX WTTG
7 ABC WJLA
9CBS WUSA
News Channel 8 TBD
CNN
CNBC
Fox News
HLNHeadline News
MSNBC
WETA
WEEKEND MORNING NEWS
Capital Insider
Defense News with VagoMuradian
Face the Nation
Fox News Sunday
Government Matters
Inside Washington
McLaughlin Group
Meet the Press
On the Money
State of the Union
This Week with George Stephanopoulos
Washington Business Report
Washington Week
RED INDICATES NEW

Sports
13
SPORTS ON TV
Baseball
Basketball
Football
Golf
Hockey
Olympics
Soccer
Tennis
ATTEND LIVE SPORT EVENT
Capitals
DCUnited
Freedom
Kastles
Mystics
Nationals
Redskins
Wizards
RED INDICATES NEW

Radio Stations & Websites
14
WAMU 88.5 FM
WETA 90.9 FM
WIAD94.7
WPGC 95.5 FM
WHUR 96.3 FM
WASH 97.1 FM
WMZQ 98.7 FM
WNEW99.1 FM
WIHT 99.5 FM
WBIG 100.3 FM
WWDC 101.1 FM
WTOP 103.5 FM
WJZW105.9 FM
WJFK106.7 FM
WRQX 107.3 FM
WMAL 630 AM
WTEM 980 AM
WFED 1500 AM
1067thefandc.com
federalnewsradio.com
mix1073fm.com
theedge1059.com
wmal.com
espn980.com
wamu.org
washfm.com
wbig.com
weta.org
whur.com
dc101.com
wmzq.com
wpgc.radio.com
wtop.com
hot995.com
wnew.com

2014 FEDERAL MEDIA & MARKETING STUDY | MARKET CONNECTIONS, INC. | 703.378.2025
2014 Study Highlights and Trends

DEMOGRAPHICS
Agency Type & GSA Region
16
48%
52%
Civilian or Independent
Defense or Military
1%
4%
4%
5%
7%
8%
9%
10%
11%
16%
24%
0%
10%
20%
30%
Northeast
Northwest
Rocky Mountain
Heartland
New England
Great Lakes
Mid-Atlantic
Southwest
Pacific Rim
Southeast
National Capital
GSA Region
Agency Type

DEMOGRAPHICS
Age & Education
17
9%
16%
32%
42%
0%
10%
20%
30%
40%
50%
21 to 34
35 to 44
45 to 54
55+
2%
2%
17%
24%
9%
35%
11%
0%
20%
40%
High school graduate/GED
Vocational/Technical training
Some college
College graduate
Post graduate study
Masters Degree
Doctoral Degree
Age
Education

FEDERAL MEDIA & MARKETING STUDY 2014 18
Involvement in Purchase Process
17%
17%
19%
22%
26%
36%
47%
0%
20%
40%
60%
Drafting/writing RFP
Make final decision or approve the purchase
Allocation of budget dollars
Identification of potentialcontractors/suppliers
Evaluation of proposals/bids/quotes
Determination of requirements, specifications or features
Identification of need for product/service

Top Job Functions
9%
9%
10%
11%
11%
12%
13%
13%
14%
19%
0%
5%
10%
15%
20%
Human resources, personnel, benefits
Intel/security
Purchasing, contracting, procurement
Medical, health
Accounting, budget and finance
Information technology, computers, systems
Training, education
Administration and office services
Project/program management

Top Product and Service Purchase Categories
9%
9%
9%
10%
11%
11%
11%
14%
15%
18%
0%
5%
10%
15%
20%
Building/facilities/real estate/office space
Engineering products/services
Furniture/furnishings
IT services
Consulting services
Software
Office equipment and supplies
Education/training classes and services
Computer systems/hardware

Top Shrinking Budget Effects
33%
32%
28%
57%
54%
59%
68%
24%
26%
31%
33%
45%
58%
69%
0%
20%
40%
60%
80%
Stream more audio and video content online
Seek more free information provided by vendors
Attend fewer trade shows
Participate in more webinars
Increase use of teleconferencing with colleagues
Attend fewer industry conferences and seminars
Less out of town travel
Defense or military agency
Federal civilian or independent agency

Reading Preferences
22
WORK-RELATED NEWS AND INFORMATION
21%
40%
39%
19%
41%
40%
0%
10%
20%
30%
40%
50%
Print only
Prefer electronic only: enewsletters and/orwebsites
No preference: wantelectronic and print
2013
2014

Top Federal & Congressional Publications Read
14%
15%
17%
17%
18%
19%
23%
34%
42%
43%
0%
10%
20%
30%
40%
50%
The Hill
Navy Times
Air Force Times
Federal Computer Week (FCW)
Government Computer News (GCN)
Politico
Army Times
Defense News
Federal Times

Top Business & News Publications Read
13%
14%
18%
19%
21%
27%
31%
34%
39%
49%
0%
10%
20%
30%
40%
50%
60%
Foreign Policy
The Atlantic
The New Yorker
Foreign Affairs
Bloomberg BusinessWeek
The Economist
Time
New York Times
The Wall Street Journal
USA Today

Top Websites Visited
2012
2013
2014
Weather.com
41%
56%
55%
CNN.com
45%
51%
54%
Foxnews.com
41%
42%
44%
WashingtonPost.com
37%
30%
31%
GovExec.com
33%
25%
30%
AccuWeather.com
17%
26%
29%
ABCNews.com
New in 2013
26%
27%
HuffingtonPost.com
New in 2013
24%
27%
USAToday.com
31%
32%
27%
NBCNews.com
New in 2013
18%
26%

Top Websites Visited: Civilian vs. Defense
28%
28%
29%
30%
31%
35%
36%
39%
55%
56%
0%
20%
40%
60%
USAToday.com
NBCNews.com
AccuWeather.com
HuffingtonPost.com
ABCNews.com
Foxnews.com
WashingtonPost.com
GovExec.com
Weather.com
CNN.com
24%
24%
24%
24%
26%
27%
29%
52%
52%
56%
0%
20%
40%
60%
Military.com
HuffingtonPost.com
DefenseNews.com
NBCNews.com
USAToday.com
WashingtonPost.com
AccuWeather.com
Foxnews.com
CNN.com
Weather.com
Federal Civilian or Independent Agency
Defense or Military Agency

Mobile Device Usage
27
80%
73%
63%
0%
20%
40%
60%
80%
100%
2014
2013
2012

Overall Mobile Device Usage –2014
28
News Websites
Social Media
WatchVideo
Work Email
iPhone
26%
23%
16%
13%
Android phone
20%
17%
14%
7%
Blackberry
4%
3%
1%
17%
Windows phone
1%
1%
1%
1%
iPad
24%
22%
21%
11%
Android Tablet
7%
7%
7%
2%
Windows Tablet
2%
3%
2%
1%
SIGNIFICANT DIFFERENCES

Top Mobile Sites Visited by Location
11%
11%
11%
12%
13%
17%
17%
28%
31%
35%
0%
25%
50%
Huffingtonpost.com
USAToday.com
Economist.com
Foxnews.com
WTOP.com
AccuWeather.com
CNN.com
WashingtonPost.com
Weather.com
7%
7%
7%
8%
8%
9%
18%
19%
23%
30%
0%
25%
50%
ABCNews.com
GovExec.com
WashingtonPost.com
USAToday.com
Huffingtonpost.com
AccuWeather.com
Foxnews.com
CNN.com
Weather.com
DC Metro Area -% Mobile Users
Outside DC Metro Area -% Mobile Users

TREND 2010-2014
Social Media Access at Work
30
20%
46%
44%
49%
49%
55%
44%
44%
41%
39%
25%
10%
12%
11%
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010
2011
2012
2013
2014
Don't Know
No
Yes

TREND 2010-2014
TOP ONLINE SOCIAL SITES
31
2010
2011
2012
2013
2014
Facebook
35%
54%
58%
57%
57%
YouTube
30%
34%
46%
46%
47%
LinkedIn
10%
18%
35%
36%
41%
Google+
NEW IN 2013
33%
33%
Twitter
8%
9%
11%
16%
18%
Wikis
8%
10%
13%
9%
11%
Pinterest
NEW IN 2013
9%
11%
Instagram
NEW IN 2013
5%
9%
GovLoop
4%
5%
4%
6%
8%
Flickr
5%
5%
6%
6%
7%
SIGNIFICANT DIFFERENCES

E-Newsletters
32
6%
3%
7%
22%
25%
0%
10%
20%
30%
Other
Manufacturer
Government contractor
Magazine
Professionalorganization/association
Source
Most PopularTopics
Defense
22%
IT
16%
Training
11%
Scientific
11%
Cybersecurity
10%

TREND 2011-2014
Blogs
33
11%
28%
13%
37%
17%
37%
19%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Write blogs
Read blogs
2011
2012
2013
2014

TREND 2011-2014
Event Attendance in Past 12 Months
34
38%
52%
10%
40%
49%
11%
52%
41%
8%
58%
36%
6%
0%
10%
20%
30%
40%
50%
60%
70%
Attended None
Attended 1-3
Attended 4+
2011
2012
2013
2014
Trade Shows, Conferences, Industry Events

Event Attendance: Civilian vs. Defense
35
54%
38%
8%
61%
35%
5%
0%
10%
20%
30%
40%
50%
60%
70%
Attended None
Attended 1-3
Attended 4+
Federal civilian or independent agency
Defense or military agency
Trade Shows, Conferences, Industry Events

48%
37%
14%
34%
40%
26%
38%
32%
30%
34%
33%
33%
0%
10%
20%
30%
40%
50%
60%
Participated in None
Participated in1-3
Participated in 4+
2011
2012
2013
2014
TREND 2011-2014
Webinar Participation in Past 12 Months

DC Metro Area: TV News
28%
31%
31%
43%
48%
0%
20%
40%
60%
5 FOX WTTG
Fox News
7 ABC WJLA
4 NBC WRC
CNN
TV News Channels
13%
13%
18%
21%
28%
0%
20%
40%
60%
McLaughlin Group
This Week with GeorgeStephanopoulos
Fox News Sunday
Face the Nation
Meet the Press
Weekend Morning News

DC Metro Area: Radio
10%
10%
11%
11%
14%
15%
18%
22%
32%
44%
0%
20%
40%
60%
WWDC 101.1 FM Rock
WNEW 99.1 All News
WMAL AM 630/ 105.9 FMTalk
WMZQ 98.7 FM Country
WASH 97.1 FM AdultContemporary
WFED 1500 AM Fed NewsRadio
WBIG 100.3 Classic Rock
WETA 90.9 FM Classical
WAMU 88.5 FM PublicRadio
WTOP 103.5 103.9 107.7FM All News
2%
2%
2%
3%
3%
3%
4%
6%
8%
28%
42%
0%
20%
40%
60%
smoothjazz1059.com
hot995.com
whur.com
washfm.com
dc101.com
espn980.com
wmal.com
weta.org
wamu.org
federalnewsradio.com
wtop.com
Radio Stations
Radio Websites

DC Metro Area: Sports
11%
12%
17%
18%
27%
30%
37%
58%
0%
20%
40%
60%
Soccer
Tennis
Golf
Hockey
Basketball
Baseball
Olympics
Football
1%
1%
1%
4%
9%
10%
13%
31%
0%
20%
40%
60%
Freedom
Kastles
Mystics
DC United
Capitals
Wizards
Redskins
Nationals
Watch on TV
Attended Live

DC Metro Area: Airport Trips
40
52%
60%
60%
37%
36%
30%
10%
5%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
WashingtonNational
Dulles
BWI
5 or more
1-4
Zero

Online Data Tool
41
A dynamic web-based reporting tool allows you to cross-tabulate Federal Media & Marketing Study survey results to create your own customized data views, such as job title and product purchases; or job title and web site visits or publication readership. The study combines demographic, job function and purchasing data with actual media usage.
HOW CAN THIS STUDY HELP WITH YOUR STRATEGIC MARKETING AND COMMUNICATIONS?
•Build the foundation before the plan
•Customize reports to define:
oWhere to reach your target audience
oWhich media to select
oHow to weight your media options
•Combine with your own proprietary data
PURCHASE THE ONLINE DATA TOOL & FULL STUDY
MarketConnectionsInc.com/ MediaStudy

Cathy Cromley, Director of Business Development | Market Connections, Inc.
14555 AvionParkway, Suite 125 | Chantilly, VA 20151 | 703-517-4419
CathyC@MarketConnectionsInc.com
Sara Leiman, VP Media Director | TMP Government
1600 Tysons Boulevard, Suite 1200 | McLean, Virginia, 22102 | 703.269.0064
Sara.Leiman@TMPgovernment.com

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