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Forbes.com leads thirteen print-based legacy media companies in the 10th Annual MyersBizNet Survey of Advertising Executives on Digital Media Companies' Value and Sales Organization Performance , conducted in association with Vision Critical. Based on the percentage of 300 respondents rating each company with which they do business as market leader/market achiever (4/5 on a 5 point scale), Forbes was ranked first for "Innovation and Market Leadership," second for "Value for the Investment," fourth for "Quality Sales Team and Customer Service," and sixth for "Premium Content and Audience Quality."
Hearst Magazines Interactive ranked second in Overall Performance based on the aggregated average of the four categories, and WSJ.com third among the 13 print-centric media companies. Myers surveyed 600 advertiser and agency executives, measuring perceptions toward the digital organizations of 29 legacy print and TV media companies and 42 digital "native" companies including Google, YouTube, Facebook, Twitter, AOL and Yahoo.
Hearst ranked first among the print companies for Quality Sales Team and Customer Service, followed by Forbes, New York Times Digital, WSJ, Thomson Reuters, Conde Nast Entertainment, impreMedia, Meredith Media Sales, Time Inc Digital Media and Gannett.
Hearst also ranked first for Value for the Investment and third for Premium Content and Audience Quality, but declined to tenth among the 13 print companies for Innovation and Market Leadership. WSJ ranked first and Meredith second for Premium Content and Audience Quality. Also included in the study were Washington Post Digital, MailOnline and MarthaStewart.com.
There are significant variables in performance based on the specific respondent group. For example, both Meredith and Conde Nast are better perceived among respondents from traditional media agencies than among those from digital agencies. Time Inc is more positively perceived among younger buyers and planners than among those who have been in the industry for 8+ years, suggesting the company remains saddled with baggage from out-of-date perceptions.
All 13 of the print companies generated positive average 4/5 ratings from more than half the respondent base, an impressive achievement for the industry as it transforms to a digitally-centric business.
The full report on 72 digital sales organizations is available to premium members of MyersBizNet, a business-to-business network of more than 200 media and advertising companies. MyersBizNet provides members with economic intelligence, marketing resources, sales development tools and career development programs. MyersBizNet has been studying and reporting on media sales organizations, media and marketing strategies and media economics since 1984. Premium members will be receiving detailed reports and analyses from the study over the next few weeks.
2013 Survey of Advertising Executives on Print Media Digital Organizations
Overall Value for the Investment, Quality of Sales Organization and Customer Support, Premium Content and Audience Quality, Innovation and Market Leadership
(Individual Reports on Each Performance Measure are Available to Premium Members)
Rankings below based on the average aggregated percentage of respondents rating each organization 4/5 on a five point scale in four performance categories. Respondents pre-qualified as having a business relationship with each company they rate. Chart below reflects total respondents. Detailed data on ten additional sub-respondent groups is available. Survey conducted by Vision Critical in August 2013 among 300 respondents.
|Hearst Magazines Interactive||76.7%||2|
|Wall St. Journal||75.9%||3|
|Meredith Media Sales||73.2%||4|
|New York Times Digital||68.4%||7|
|Time Inc. Digital Media||67.0%||8|
|Washington Post Digital||62.5%||10|
|Conde Nast Entertainment||59.9%||12|
|SOURCE: MyersBizNet / Myers Media Business Report Annual Survey of Advertising Executives on Digital Media Value and Sales Organization Performance, 2014.|
|The full methodology is published in the full report. Contents copyright © 2013 MyersBizNet Inc. Reproduction, distribution in any form, and duplication is restricted exclusively to corporte members of Myers Media Business Network.|
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