oil & gas journal subscriber profile
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Oil & Gas Journal Subscriber Profile. Conducted by: Noll Research Ltd. Research Objectives. - PowerPoint PPT PresentationTRANSCRIPT
Oil & Gas JournalSubscriber ProfileConducted by:
Noll Research Ltd.
Noll Reserch Ltd. - June 2005 2
Research Objectives The overall objective of the research is to
gather information to provide an in-depth, detailed understanding of Oil & Gas Journal readers, their habits, needs and preferences as well as the roles they play in their respective companies and the market they operate in.
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Research Methodology
The research was conducted by an independent, third-party research company, Noll Research.
The objectives of this research were accomplished through the use of focus groups and an internet based readership questionnaire.
Two focus groups were conducted in Houston, Texas On April 6 and April 7, 2005. Current and past readers were included in both groups.
Surveys were sent to OGJ subscribers on April 18, 2005 requesting their participation in a readership questionnaire. Total net email attempt was 5,824. A second request was sent to all non-participating international readers on May 23, 2005. Field work was closed on June 6, 2005 for reporting and analysis. There were 642 completed returns, yielding an 11.0% response rate.
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Sources of Information on the Oil & Gas Industry
22.3%
34.8%
43.9%
53.6%
60.3%
64.2%
69.5%
77.2%
77.5%
0% 20% 40% 60% 80% 100%
Direct Mail
Trade associations
Business publications
Enewsletters
Company websites
Internet search engines
Newspapers
Technical publications
Industry specific publications
Focus group findings: Oil & Gas Journal
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Frequency of Sections/Features Read
11.1%
16.7%22.2%
27.8%
33.3%44.4%
61.1%
72.2%
77.8%88.9%
88.9%
0% 20% 40% 60% 80% 100%
Transportation
Processing
Calendar
Editor's Perspective & Market Journal
Journally Speaking
Editorial
Drilling & Production
Statistics
Exploration & Development
General Interest
Newsletter
Focus group findings: Oil & Gas Journal
Noll Reserch Ltd. - June 2005 6
Focus Group Findings Participants classified OGJ as a business publication that does a good job
at meeting their informational needs “The publication provides both specific and general information – a very
good publication.” “Oil and Gas Journal is the Wall Street Journal of the petroleum industry.” “There is always something in OGJ that you will always want to read.” “Because it is weekly it is important – the other weeklies are not as well
written and read like they are slapped together.” “It is credible, well researched and well written.” “The value of OGJ is that it covers a broad spectrum.” “Congratulations to the team who puts it together.” “What is the value of a paid versus a non paid subscriptions – we get the data
more frequently – newsletter stuff – we get a broader picture of what is going on in the industry.”
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Focus Group Findings Key Findings
Professionals in the petroleum industry look to Oil & Gas Journal (OGJ) for business, product and industry news and statistics. “I use OGJ to find out what is hot in the market, what are
the concerns and issues that we are going to face, and what problems that are trying to be solved in the industry.”
Most readers focus on specific sections of OGJ that are important to them at the time.
Many file the issues for future reference.
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Subscriber Profile
Sections of the Study Demographics Publication Readership Purchasing Involvement
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Respondent’s Industry Segment
9.7%
11.6%
22.8%
23.3%
24.2%
25.7%
30.2%
35.2%
35.2%
43.5%
0% 10% 20% 30% 40% 50%
Offshore Construction
Petrochem
Refining
Environmental Issues
Completions
Gas Processing
Pipeline/Transportation
Drilling
Exploration
Production
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OGJ Delivers Senior Level Decision-Makers Respondent’s job function
3.0%
0.2%
1.1%
1.6%
14.4%
15.8%
28.1%
36.3%
0% 10% 20% 30% 40%
Other
Foreman
Purchasing
Superintendent
Consulting
Non-Management – Technical/Engineering
Management - Technical/Engineering
Management - Executive/Corporate
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OGJ Subscribers are Longtime, Loyal ReadersDemographics
On average, readers have been working in the petroleum industry for 25 years.
Readers have been employed at their present company for an average of 12.5 years.
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65% of subscribers have Masters or PhDLevel of education accomplished
1.7%
0.7%
3.3%
28.5%
18.2%
47.6%
0% 10% 20% 30% 40% 50%
Completed high school
Some technical school
Some college
College graduate
Some post-graduate studies
Masters degree/PhD.
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More subscribers rely on OGJ regularlyRegular readership of publication (3 out of 4 issues)
9.2%
13.4%
14.2%
16.5%
25.1%
33.3%
39.6%
97.8%
0% 20% 40% 60% 80% 100%
Pipeline & Gas TechnologyUpstream
Offshore EngineerPipeline & Gas Journal
Hydrocarbon ProcessingHarts E & P
World OilOil & Gas Journal
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Oil & Gas Journal is an Authority in the Industry96.3% of subscribers feel that Oil & Gas Journal is an authority in the industry
4.0%
6.2%
10.6%
10.8%
17.5%
23.1%
34.8%
96.3%
0% 20% 40% 60% 80% 100%
Pipeline & Gas TechnologyOffshore Engineer
UpstreamPipeline & Gas Journal
Hydrocarbon ProcessingHarts E & P
World OilOil & Gas Journal
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Pass Along ReadershipAverage pass along is 3.64 readers among respondents
+
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Time Spent Reading Oil & Gas JournalOver 54% spend 30 minutes to more than 2 hours reading OGJ
7.2%
38.3%
26.4%
17.7%
8.5%
1.9%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Less than 15 minutes
15 to 30 minutes
30 to 45 minutes
45 to 60 minutes
1 to 2 hours
More than 2 hours
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OGJ Readers Take ActionActions taken after reading/looking at advertisements/editorials
4.5%
11.7%13.3%
23.0%
28.0%46.0%
57.9%62.1%
0% 10% 20% 30% 40% 50% 60% 70%
Asked a sales rep. to callUsed toll-free number to request additional information
Recommend/purchase products/services advertisedSent an email to obtain more informationConsulted a colleague about information
Visited advertisers website
Visited Oil & Gas Journal's website Filed article/advertisement for future reference
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Readers Need Broad Information SourceIndustry news, news & trends analysis and industry statistics are the three most important types of information
3.30
3.28
3.63
3.84
4.04
4.43
1 2 3 4 5
Product information
Opinions & commetary
In-depth technologies
Industry statistics
News & trend analysis
Industry news
Not at all Important Extremely Important
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Readers Rely on Print & Digital Publications 61% of readers receive digital publications
Receive digital publications, 61.0%Do not receive digital
publications, 39.0%
68.8% of those who receive digital publications are either very satisfied or satisfied with the digital format.
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OGJOnline Important News Source to Readers85% of readers have visited OGJ Online
Have visited OGJ online88%
Have not visited OGJ online12%
55.1% of those who have visited OGJ Online have registered to use subscriber only services.
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Most Used Online Features
15.4%
21.4%
49.5%
55.7%
65.1%
0% 10% 20% 30% 40% 50% 60% 70%
Financial information
Events
Home page articles
Data & research
Search
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OGJ Online Key to Daily Job67.4% of those who use OGJ Online feel that the site is extremely useful, very useful, or useful to their daily job function
8.3%
24.3%
31.4%
29.3%
6.7%
0% 5% 10% 15% 20% 25% 30% 35%
Not at all Usefule
Somewhat Useful
Useful
Very Useful
Extremely Useful
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OGJ Subscribers Buy Your ProductsReaders’ level of involvement in purchasing products/services for their company
23.8%
11.0%
25.1%
35.3%
40.8%
52.4%
0% 10% 20% 30% 40% 50% 60%
Not involved in the purchasing decision
Member of a committee
Specify brands/vendors
Approve final purchase
Determine the need
Recommend or suggest product/service
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Products/Services Recommended by ReadersMost frequently purchased, recommended &/or specified products/ services
20.4%
20.9%20.9%
21.4%
23.7%23.7%
24.7%24.9%
25.4%27.4%
34.7%
35.7%47.4%
0% 10% 20% 30% 40% 50%
Coiled tubing/drilling equipmentExploration/seismic
Surface production equipment/servicesComputer hardware/software
Construction equipmentMud & chemicals
Well maintenance equipmentAutomation systems/instruments
Well equipment (surface/downhole)Corrosion control/coatings
Valves/fittings & accessoriesCementing equipment/services
Well completion/stimulation services
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Information Sources for Products/ServicesSources decision-makers use to get purchasing information on products/ services
12.9%
23.2%
44.9%
52.4%
58.8%
62.4%
66.6%
72.4%
0% 20% 40% 60% 80%
Editorials
Direct mail
Conferences/trade shows
Internet search engines
Advertising
Sales Reps./Product demonstrations
Trade publications
Colleagues/word of mouth
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OGJ Readers Have Global Purchasing InfluenceRegions in which readers have a purchasing influence
6.4%
10.3%
11.5%
12.0%
13.3%
29.4%
32.2%
44.1%
0% 10% 20% 30% 40% 50%
Australia/Pacific Rim
Africa/Middle East
Latin America
Asia
Europe
Global
Local purchases
North America
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Company Spending to Rise 51% indicated that company expenditures for products/ services will increase in the next 12 months
Increase, 51.3%
Stay the Same, 44.4%
Decrease, 4.3%
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Noll Research is a private company headed by Laura Noll. Ms. Noll has more than 20 years experience in the field of business and consumer research. Her work encompassed clients in many markets including Ernst & Young, General Electric, Swagelock, National Association of Manufacturers as well as Penton Media and PennWell Corporation. Ms. Noll has a degree in economics and MBA work in advanced statistics.
About Noll Research