dr dobbs example

*Source 2006-07 Occupational Outlook Handbook

REACH THE REACH THE SOFTWARE DEVELOPMENT BUYING TEAMSOFTWARE DEVELOPMENT BUYING TEAM

The Art, Science and Business of Software Development

The World-Wide Software Developer Community• Trends and DriversTrends and Drivers• Size and Segmentation of CommunitiesSize and Segmentation of Communities

Priorities and Focus of Software Developers• Motivation, Interests and POV …Motivation, Interests and POV …• Influence/Authority in Adoption ProcessInfluence/Authority in Adoption Process

Reaching Software Developers• How do software developers gather and/or share information?How do software developers gather and/or share information?• What is their preferred media?What is their preferred media?

Winning Software Developers • What is Microsoft doing right in it's engagements with software developers? What is Microsoft doing right in it's engagements with software developers? • How can Microsoft build a healthy and continuous dialogue with software How can Microsoft build a healthy and continuous dialogue with software

developersdevelopers

Meet the Software Development Buying Team

AGENDA…AGENDA…

EVOLUTION IN SOFTWARE DEVELOPMENT EVOLUTION IN SOFTWARE DEVELOPMENT

Open vs. Proprietary Issues:Open vs. Proprietary Issues:• Continued consolidation provides increased strategic alliances...and new

challenges; Microsoft, IBM, Oracle, Progress and Sun are moving the needle…

SOA, RIA and Web 2.0 – and it’s getting a little Cloudy!SOA, RIA and Web 2.0 – and it’s getting a little Cloudy!• SOA is emerging as the platform of choice…so things continue to get more

complicated…• RIA tools -such as Flex, AIR, Silverlight and JavaFX - are facing off and changing the

way organizations provide their employees and customers information • Web 2.0 is past “innovator” stage – “early adopters” have lined up! • Will 2009 be the year of the Cloud?

Hello Multicore, Concurreny and Mobility!Hello Multicore, Concurreny and Mobility!• The rapid adoption of Multicore technology, the benefits of concurrency and the

robust outlook for advanced mobile services is promising

Increased demand for software development professionals:Increased demand for software development professionals:• The industry is expected to experience rapid growth, growing nearly 40% between

2007 and 2014.*Source 2006-07 Occupational Outlook Handbook

Commercial SuppliersCommercial Suppliers• Organizations developing commercial Organizations developing commercial

applications and/or systems software applications and/or systems software that is sold to other organizations who that is sold to other organizations who use the technology to develop competitive use the technology to develop competitive advantage in their specific business or industry advantage in their specific business or industry

Community ContributorsCommunity Contributors• Organizations developing freely available applications and/or Organizations developing freely available applications and/or

systems software that is contributed to a community for other systems software that is contributed to a community for other contributors, consumers and/or suppliers to use to develop contributors, consumers and/or suppliers to use to develop competitive advantage in their specific business or industrycompetitive advantage in their specific business or industry

Corporate ConsumersCorporate Consumers• Organizations developing proprietary applications and/or Organizations developing proprietary applications and/or

systems software that provides competitive advantage in their systems software that provides competitive advantage in their specific business or industry specific business or industry

COMMUNITIES WORKING TOGETHER… COMMUNITIES WORKING TOGETHER…

More than 90% of developers use More than 90% of developers use commercial software tools at commercial software tools at some level-- but the percentage some level-- but the percentage who use commercial tools (over who use commercial tools (over 50% of the time) declined from 50% of the time) declined from 53.4% in 2007 to 20.5% in 2008.53.4% in 2007 to 20.5% in 2008.

Basically more developers are Basically more developers are using commercial tools less often using commercial tools less often as they find alternative offerings.as they find alternative offerings.

And those offerings are Open And those offerings are Open Source…Source…

Source: 2007/2008 Evans Data Developer Marketing Patterns Study

COMMERCIAL TOOLS RULE…COMMERCIAL TOOLS RULE…

While many open source While many open source developers pay a level of lip developers pay a level of lip service to open source software service to open source software licensing, and far more developers licensing, and far more developers use it than contribute back, the use it than contribute back, the trend is dangerously clear. trend is dangerously clear.

In 2007, 31% of the respondents In 2007, 31% of the respondents did not use Open Source tools at did not use Open Source tools at all – in 2008 that has been halved all – in 2008 that has been halved to only 12%. to only 12%.

No surprises here -- No surprises here --

Source: 2007/2008 Evans Data Developer Marketing Patterns Study

SO THE OPEN THREAT IS REAL…SO THE OPEN THREAT IS REAL…

MicrosoftMicrosoft• Integrated IDE w/ “managed” languages• Robust framework(s) w/ rich third-party support• Demonstrated commitment to development community• Industry standards• And MS’s introduction and ongoing commitment to CodePlex has created

very positive perceptions

EclipseEclipse• Integrated IDE w/ multi-language support…more then just Java• Maturing framework and rich client platformMaturing framework and rich client platform• Growing list of independent contributors and corporate committersGrowing list of independent contributors and corporate committers• Use standardsUse standards

*Source 2006-07 Occupational Outlook Handbook

OPEN VS. PROPRIETARY: WORKING TOGETHER?OPEN VS. PROPRIETARY: WORKING TOGETHER?

Source: IDC 2007 Worldwide Professional Developers Model

Asia/Pacific clearly represents immediate and Asia/Pacific clearly represents immediate and near-term opportunitiesnear-term opportunities……but the business but the business environment and cultural barriers present environment and cultural barriers present challenges challenges

REGION 2007 2008 2009 2010 2011 2007 SOM 2011 SOM GROWTH

Asia/Pacific 3,726 4,114 4,535 5,006 5,525 28.48% 29.33% 30.18%

North America 3,571 3,713 3,853 3,996 4,145 27.29% 26.47% 25.64%

Western Europe 2,199 2,278 2,357 2,435 2,514 16.80% 16.24% 15.69%

Central & Eastern Europe 1,248 1,357 1,474 1,601 1,731 9.54% 9.67% 9.81%

Middle East & Africa 1,170 1,298 1,439 1,586 1,743 8.94% 9.26% 9.58%

Latin America 1,171 1,267 1,366 1,468 1,557 8.95% 9.03% 9.09%

Worldwide 13,085 14,028 15,025 16,092 17,214 31.55%

DEVELOPER POPULATION – BY REGIONDEVELOPER POPULATION – BY REGION

Source: IDC 2007 Worldwide Professional Developers Model

While domestic growth remains robust, India, While domestic growth remains robust, India, China and Russia are projected to show China and Russia are projected to show explosive growthexplosive growth

Country 2007 2008 2009 2010 2011 2007 SOM 2011 SOM GROWTH

United States 3,200 3,331 3,460 3,591 3,729 24.46% 21.66% 16.51%

India 1,439 1,666 1,917 2,201 2,524 11.00% 14.66% 75.38%

China 570 638 716 804 899 4.35% 5.22% 57.76%

Russian Federation 523 578 637 701 766 4.00% 4.45% 46.27%

Japan 479 491 499 507 512 3.66% 2.98% 7.06%

Germany 403 415 427 438 449 3.08% 2.61% 11.35%

United Kingdom 379 395 412 429 447 2.90% 2.59% 17.82%

Canada 371 382 393 405 416 2.84% 2.42% 12.17%

Brazil 306 334 363 394 425 2.34% 2.47% 38.63%

Italy 304 313 321 329 338 2.32% 1.96% 11.26%

TOTAL 6,541 7,030 7,413 7,975 8,544 49.99% 49.63% 30.61%

WORLDWIDE 13,085 14,028 15,025 16,092 17,214

TOP 10 PERCENTAGE 49.99% 50.11% 49.34% 49.56% 49.63%

DEVELOPER POPULATION: TOP COUNTRIESDEVELOPER POPULATION: TOP COUNTRIES

DEVELOPING SOFTWARE IS A DEVELOPING SOFTWARE IS A TEAMTEAM EFFORT… EFFORT…

The size, complexity and strategic importance of software The size, complexity and strategic importance of software demands dedicated development teams:demands dedicated development teams:• The promise of ALM – providing collaborative platforms that allow distributed

development teams to work

The goal? Align business needs w/ technology assets to delivers The goal? Align business needs w/ technology assets to delivers Services that increase competitive advantage Services that increase competitive advantage • While focused on specific functions key team members share leadership,

responsibility and authority…successful teams create a “shared vision”

Buying decisions are influenced and made by a teamBuying decisions are influenced and made by a team• The adoption of Services that fit an organization’s application lifecycle

management process is driven by architects, senior developers and development managers…the software development buying team.the software development buying team.

• in'no·va'tor n.,: Someone who helps to open up a new line of research or technology or art

• ear·ly adverb, a·dopt·er, noun: A person who starts using a technology or product when it first available

Source: Dictionary.com

Successful software technology adoption – or Successful software technology adoption – or crossing the chasm – starts with developers, crossing the chasm – starts with developers, who act as agents of change within their who act as agents of change within their organizations and/or communitiesorganizations and/or communities

SOFTWARE DEVELOPERS ARE AGENTS OF CHANGE…SOFTWARE DEVELOPERS ARE AGENTS OF CHANGE…

MONEY ISN’T THE PRIMARY MOTIVATION…MONEY ISN’T THE PRIMARY MOTIVATION…

Software developers are creative Software developers are creative and enjoy solving problems and enjoy solving problems

The typical developer is a married, The typical developer is a married, forty-four year-old male who has forty-four year-old male who has been working as a programmer been working as a programmer for nearly 19 years and earns for nearly 19 years and earns between $75,000 and $150,000 between $75,000 and $150,000 per year.per year.

Developers are well-educated; Developers are well-educated; over two-thirds of them have over two-thirds of them have college degrees and over 40% have college degrees and over 40% have Masters or doctoral degrees.Masters or doctoral degrees.

Source: 2008 Evans Data Developer Marketing Patterns Study

STAYING CURRENT IS ESSENTIAL…STAYING CURRENT IS ESSENTIAL…

Software developers are keenly Software developers are keenly interested in their profession and interested in their profession and take it upon themselves to stay take it upon themselves to stay ahead of the learning curve.ahead of the learning curve.

And, with the job market growing, And, with the job market growing, software developers need software developers need continued education to remain continued education to remain competitive.competitive.


MARKETING TO DEVELOPERS…MARKETING TO DEVELOPERS…

Developers can be cynical about marketing claims,Developers can be cynical about marketing claims,especially comparative ones: especially comparative ones:

• It’s much safer to try to explain a product’s best capabilities as It’s much safer to try to explain a product’s best capabilities as clearly and succinctly as possible. Leave the hyperbole for clearly and succinctly as possible. Leave the hyperbole for consumers; developers will be more impressed with facts.consumers; developers will be more impressed with facts.

Clear benefits with demonstrated ROI, visuals and examples Clear benefits with demonstrated ROI, visuals and examples are key to messagingare key to messaging

• Simplicity in a complex situation is essentialSimplicity in a complex situation is essential

To effectively market to this group, it is important to know how To effectively market to this group, it is important to know how developers refer to themselves. developers refer to themselves.

• By far, the largest plurality thinks of themselves as simply By far, the largest plurality thinks of themselves as simply “programmer/software engineer.”“programmer/software engineer.”

WHERE DO DEVELOPERS GET INFORMATION?WHERE DO DEVELOPERS GET INFORMATION?

There’s no lack of There’s no lack of informational sources forinformational sources forsoftware developers - software developers - and most developersand most developersutilize them all.utilize them all.Clearly, objectivity rules Clearly, objectivity rules – followed by trusted – followed by trusted colleagues, actual colleagues, actual product, and trusted product, and trusted media sources. media sources.


CREDIBILITY RULES…CREDIBILITY RULES…

Software developers prefer Software developers prefer passive marketing efforts that passive marketing efforts that include specific information on include specific information on subjects and or products that subjects and or products that they have affinity they have affinity

Software developers also rely Software developers also rely on their colleagues and peers on their colleagues and peers for credible information for credible information


PUBLICATIONS…PUBLICATIONS…

While the move towards on-While the move towards on-line information services is line information services is clear, software developers clear, software developers continue to use publications continue to use publications as a source for technical as a source for technical informationinformation

• DDJ has great affinity with DDJ has great affinity with the communitythe community

Digital distribution is catching Digital distribution is catching on and allows publishers to on and allows publishers to cost-effectively serve cost-effectively serve international subscription international subscription


CONFERENCES…CONFERENCES…

Limited time and resources Limited time and resources have pushed vendor-have pushed vendor-produced conferences to the produced conferences to the top of the list – interestingly top of the list – interestingly three of the top five events three of the top five events developers attended in the developers attended in the last year have been last year have been produced by Microsoft. produced by Microsoft.

• Approximately 60% Approximately 60% indicate they’ve attended indicate they’ve attended at least one conference in at least one conference in the last 12 monthsthe last 12 months


PREFERRED SITES FOR INFORMATION…PREFERRED SITES FOR INFORMATION…


COMMUNITIES…COMMUNITIES…

Software developers join Software developers join communities to share communities to share information, get tech support, information, get tech support, stay abreast of emerging stay abreast of emerging technology, network w/ peers technology, network w/ peers and influence the community.and influence the community.

Providing specific benefits such Providing specific benefits such as forums, code samples, as forums, code samples, technical articles, tutorial and technical articles, tutorial and support will increase the appeal.support will increase the appeal.


CREATING ACTIONABLE RESULTS…CREATING ACTIONABLE RESULTS…

For 95% of developers, at least some of their searches begin with For 95% of developers, at least some of their searches begin with a search engine and for more than half of them the majority of a search engine and for more than half of them the majority of development tool purchases begin with a search enginedevelopment tool purchases begin with a search engine


SPECIFIC INFORMATION FROM A VENDOR’S SITE…

Why do software developers visit vendor sites? SDKs, Evaluation Why do software developers visit vendor sites? SDKs, Evaluation copies, documentation, technical articles and whitepapers!copies, documentation, technical articles and whitepapers!


EVALUATION DOWNLOADSEVALUATION DOWNLOADS

Software developers are Software developers are ferocious consumers of ferocious consumers of evaluation software: evaluation software:

• 96% indicated they 96% indicated they downloaded evaluation downloaded evaluation products in the past yearproducts in the past year

• 75% indicated they 75% indicated they downloaded more than four downloaded more than four evaluation products in the evaluation products in the past yearpast year

And downloads lead to sales: And downloads lead to sales: • 76 % indicate they’ve 76 % indicate they’ve

acquired products after acquired products after evaluation processevaluation process


POINT OF PURCHASEPOINT OF PURCHASE

Overwhelmingly, software Overwhelmingly, software developers go directly to a vendor’s developers go directly to a vendor’s site to purchase development tools. site to purchase development tools.

• But before buying they spend But before buying they spend considerable time gathering considerable time gathering information from trusted sourcesinformation from trusted sources


DEVELOPERS HAVE AUTHORITY…AND CHOICES!DEVELOPERS HAVE AUTHORITY…AND CHOICES!

• Eclipse continues to court Eclipse continues to court developer community, developer community, increase value proposition increase value proposition and demonstrate viabilityand demonstrate viability

• Key competitors/partners Key competitors/partners continue to acquire assets continue to acquire assets that make them more that make them more appealingappealing

The key questions developers face when acquiring new tools The key questions developers face when acquiring new tools comes down to capabilities, whether it’s supported - Open or comes down to capabilities, whether it’s supported - Open or Proprietary platform, how the tools or solutions integrate with Proprietary platform, how the tools or solutions integrate with current infrastructure and how it scales to the future.current infrastructure and how it scales to the future.


WINNING THE DEVELOPER…WINNING THE DEVELOPER…

Microsoft has always recognized the value of and served the Microsoft has always recognized the value of and served the needs of the developer community - but the rules of media needs of the developer community - but the rules of media engagement have changedengagement have changed

• Use of Blogs, social networks and interactive media programs like Use of Blogs, social networks and interactive media programs like “The Dr. Dobb’s Challenge” and Dr Dobb’s CodeTalk” is the right “The Dr. Dobb’s Challenge” and Dr Dobb’s CodeTalk” is the right direction…developers love this stuff!direction…developers love this stuff!

• Developers read road-maps – it’s never too early to tell them your Developers read road-maps – it’s never too early to tell them your directiondirection

• As the emerging regional communities grow and mature the noise As the emerging regional communities grow and mature the noise level will be fiercelevel will be fierce

– India, China and Russia are already loud!India, China and Russia are already loud!• Continue expanding messaging beyond the current converts – do Continue expanding messaging beyond the current converts – do

not limit your approach! not limit your approach!

SUMMARY…SUMMARY…

Software is the DNA of the global economy -- and the Software is the DNA of the global economy -- and the professionals who design, develop and deploy software are professionals who design, develop and deploy software are change agentschange agents

• Software development is an art as well as a scienceSoftware development is an art as well as a science• Software developers play a strategic role in technology adoptionSoftware developers play a strategic role in technology adoption• The need for software developers continues and emerging The need for software developers continues and emerging

regions/country’s show explosive growthregions/country’s show explosive growth• Software developers use all media, but increasingly rely on the web Software developers use all media, but increasingly rely on the web

for the entire purchasing cycle – from information gathering to for the entire purchasing cycle – from information gathering to purchasepurchase

• Market to software developers w/ facts and benefitsMarket to software developers w/ facts and benefits• Microsoft should aggressively engage and promote to developers Microsoft should aggressively engage and promote to developers

and development communities outside the safe zone.and development communities outside the safe zone.

THE SOFTWARE DEVELOPMENT BUYING TEAMTHE SOFTWARE DEVELOPMENT BUYING TEAM

In October 2006, Dr. Dobb's retained Wilson Research Group to conduct comprehensive audience survey. The objectives of this research were developed based on the needs of Dr. Dobb’s marketing partners, including overall audience demographics, tool usage, plans for purchasing, the purchasing process, and media consumption trends. Survey e-mail invitations were sent to 28,829 randomly selected recipients on Dr. Dobb's mailing list. Respondents completed 469 valid surveys for a 2% response rate. The data presented in this document provides you with key data from the study.

To ensure your tools, products, technologies or services are To ensure your tools, products, technologies or services are considered - and make it to the short list - involves influencing considered - and make it to the short list - involves influencing multiple layers of technical and corporate management. To multiple layers of technical and corporate management. To succeed you need to influence succeed you need to influence the entire software the entire software development buying team!development buying team!

To reach the To reach the software development software development buying teambuying team you need to you need to leverage Dr. Dobb’s!leverage Dr. Dobb’s!

NO DEVELOPMENT EFFORT IS AN ISLANDNO DEVELOPMENT EFFORT IS AN ISLAND

Software development efforts demand a cooperative Software development efforts demand a cooperative decision-making effort –decision-making effort – a team effort a team effort. Dr. Dobb’s reaches . Dr. Dobb’s reaches team members w/ direct influence in decisions!team members w/ direct influence in decisions!

From dedicated decision makers through key team members w/ direct influence, Dr. Dobb’s reaches the software development buying team:

• 92% have direct influence in the decision making process

• 67% either lead or share lead responsibilities on their team

Source: 2007 Wilson Research Group

LEADERSHIP CARRIES RESPONSIBILITIESLEADERSHIP CARRIES RESPONSIBILITIES

Dr. Dobb’s provides integrated reach to a community of Dr. Dobb’s provides integrated reach to a community of authoritative software development tool buyers who are authoritative software development tool buyers who are involved at every step of the adoption cycle:involved at every step of the adoption cycle:

From determining needs to evaluating products and brands through authorizing purchases, Dr. Dobb’s software development buying team is involved at every step:

• 96% are involved at some level of the process

• 74% are involved at the most critical stage….the recommendation stage!


RESPONSIBILITY TRANSLATES INTO AUTHORITYRESPONSIBILITY TRANSLATES INTO AUTHORITY

Dr. Dobb’s reaches software development tool buyers who are Dr. Dobb’s reaches software development tool buyers who are responsible for the adoption of software tools and technologies responsible for the adoption of software tools and technologies at all levels of the enterprise at all levels of the enterprise

The Dr. Dobb’s audience has unprecedented purchasing authority that spans the enterprise and provides reach to volume buyers

• 95% have purchasing authority at the workgroup level of higher

• 36% have authority across the entire Enterprise

• 31% have authority across Sites/Locations and/or Divisions

• 28% have authority across Divisions and Workgroups


THE SOFTWARE DEVELOPMENT BUYING TEAMTHE SOFTWARE DEVELOPMENT BUYING TEAM

From Senior Staff through Executive Management, Dr. Dobb’s From Senior Staff through Executive Management, Dr. Dobb’s reaches the entire reaches the entire software development buying teamsoftware development buying team::

Images are for representation only and are not the actual respondents

EXECUTIVEEXECUTIVEMANAGEMENTMANAGEMENT

DIVISIONALDIVISIONALMANAGEMENTMANAGEMENT

SENIOR STAFFSENIOR STAFF


PURCHASING CRITERIAPURCHASING CRITERIA

Dr. Dobb’s reaches software development tool buyers who Dr. Dobb’s reaches software development tool buyers who influence the adoption of tools based on criteria… influence the adoption of tools based on criteria…

Specific Features, Value and High Reliability are the top the list of criteria when the software development buying team considers tool adoption.

• 70% cite Specific Features as the top criteria

• 59 % cite Overall Value as the top criteria

• 51 % cite High Reliability as the top criteria


TOOLS INVOLVED IN PURCHASINGTOOLS INVOLVED IN PURCHASING

Dr. Dobb’s reaches software development tool buyers who are Dr. Dobb’s reaches software development tool buyers who are responsible for the adoption of software tools and technologies responsible for the adoption of software tools and technologies The Dr. Dobb’s audience has unprecedented purchasing authority that spans the enterprise and provides reach to volume buyers

• 95% have purchasing authority at the workgroup level of higher

• 36% have authority across the entire Enterprise

• 31% have authority across Sites/Locations and/or Divisions

• 28% have authority across Divisions and Workgroups


LANGUAGES & FRAMEWORKSLANGUAGES & FRAMEWORKS

Dr. Dobb’s reaches software development tool buyers who are Dr. Dobb’s reaches software development tool buyers who are developing Services that demand multi-languages and cross developing Services that demand multi-languages and cross platform tools, technologies and services platform tools, technologies and services


Languages Platforms

LEVERAGE THE POWER OF DR DOBB’S!LEVERAGE THE POWER OF DR DOBB’S!

Dr Dobb’s puts your message in the most trusted editorial Dr Dobb’s puts your message in the most trusted editorial environment in the software development marketenvironment in the software development market • Year after year after year after year after year, Dr Dobb’s ranks #1 as the

most trusted source in Evans Data’s annual Developer Marketing Patterns Study

• Unbiased coverage of .NET, Java, Eclipse, Open Source…• Utilizing Dr. Dobb’s will raise world-wide awareness of your tools, products

and solutions and provide an integrated solution to influence software architects, senior developers and development managers

Dr Dobb’s Integrated Marketing Services ensure you reach the Dr Dobb’s Integrated Marketing Services ensure you reach the software development buying team via their media of choicesoftware development buying team via their media of choice: : • Software architects, senior developers and development managers who

carry great depth and breadth of purchasing authority

DR DOBB’S COMMUNITY-DRIVEN SERVICESDR DOBB’S COMMUNITY-DRIVEN SERVICES

Technology BriefsTechnology Briefs Authoritative/ExpertAuthoritative/Expert Peer InsightPeer Insight

PrintPrint(Magazines, Inserts)

OnlineOnline (Websites, Blogs, Webinars,

Newsletters)

EventsEvents (Industry, Technology Focused, Roundtables)

Buyers of SoftwareBuyers of SoftwareDevelopment ServicesDevelopment Services

Sellers of SoftwareSellers of SoftwareDevelopment Services Development Services

Builders of Software Builders of Software Development Services Development Services

CustomCustom (Magazines, Events,

Newsletters, Microsites)

THE SOURCE OF INFORMATIONTHE SOURCE OF INFORMATION

The software development buying team turns to trusted The software development buying team turns to trusted information sources – and Dr Dobb’s Delivers on all levels!information sources – and Dr Dobb’s Delivers on all levels!


NEVER UNDERESTIMATE THE VALUE OF PRINT!NEVER UNDERESTIMATE THE VALUE OF PRINT!

Print establishes your brand, leads to “discovery” and drives Print establishes your brand, leads to “discovery” and drives more effective site and search marketing efforts: more effective site and search marketing efforts:


84% are likely to respondBetter to DIGITAL messages

AFTER seeing it in Print

96% are likely to respond Better to SEARCH RETURNS

AFTER seeing it in Print

CROSS-MEDIA MARKETING SERVICESCROSS-MEDIA MARKETING SERVICES

Dr Dobb’s provides cross-media access to a strategic Dr Dobb’s provides cross-media access to a strategic community of authoritative software architects, senior community of authoritative software architects, senior developers and development managers –developers and development managers –the software the software development buying teamdevelopment buying team- who regularly turn to the - who regularly turn to the industry’s most trusted source for information:industry’s most trusted source for information:• Daily visitors to the Dr. Dobb’s Portal, DotNetJunkies & SQLJunkies…Each day

tens of thousands of software development professionals visit the portal to research a new tools, visit their favorite departments or blogs, download the latest Dr Dobb’s pod cast, register for a new whitepaper or view a web seminar

• Weekly recipients of Dr Dobb’s Report… Each week Dr Dobb’s provides hundreds of thousands of software development professionals the latest updates on important topical issues.

• Monthly subscribers to Dr. Dobb’s Journal… Each month Dr. Dobb’s Journal is distributed to a qualified circulation of 120,000 software architects, senior developers and development managers who have requested a subscription

• Attendees at Annual at Events Each year Dr Dobb’s SD Events Group produces a number of events that bring this community together

THE LARGESTTHE LARGEST** QUALIFIED CIRCULATIONQUALIFIED CIRCULATION

As the world-wide leader of As the world-wide leader of information for software development information for software development professionals, professionals, Dr. Dobb’s JournalDr. Dobb’s Journal is is recognized as the software market’s recognized as the software market’s most valuable resource for a balanced most valuable resource for a balanced view of objective information across view of objective information across the entire landscape of software the entire landscape of software development issues:development issues:• Platforms: .NET, Java• Solutions: UI, Presentation Layer• Standards: SOA, RIA, Web 2.0

Source: June 2007 BPA Publisher’s Statement

And with a BPA-qualified circulation of 120,000, And with a BPA-qualified circulation of 120,000, Dr Dobb’s Journal is hand’s down the Dr Dobb’s Journal is hand’s down the development market circulation leader development market circulation leader

SITE AND NEWSLETTER SERVICESSITE AND NEWSLETTER SERVICES

Dr. Dobb’s offers a full array of on-line Dr. Dobb’s offers a full array of on-line Services that reach the software Services that reach the software development buying team - providing development buying team - providing hundreds of thousands of monthly page hundreds of thousands of monthly page views across the Dr. Dobb’s affiliated views across the Dr. Dobb’s affiliated networknetwork• Run-of-site and topical Services across three

world-renowned sites that attracts nearly 750,00 unique visitors and generate over 1.8 million page views per month

• Thrice weekly e-newsletter distributed to over 120,000 recipients per edition

HIGHLY RESPONSIVE LEAD GENERATION SERVICESHIGHLY RESPONSIVE LEAD GENERATION SERVICES

Dr. Dobb’s offers a full compliment Dr. Dobb’s offers a full compliment of turn-key and custom lead of turn-key and custom lead generation Services geared to generation Services geared to reach the software development reach the software development buying team and immediately fill buying team and immediately fill your sales pipeline w/ qualified your sales pipeline w/ qualified leads:leads:• Whitepaper and Evaluation download

programs to position your organization as an industry thought leader or drive immediate product adoption

• E-zines/E-Digests that combine the power of Dobb’s content with your unique Services

• Highly effective Web Seminars • Innovative custom opportunities

TARGETED FACE-TO-FACE SERVICESTARGETED FACE-TO-FACE SERVICES

Dobb’s SD Events Group Dobb’s SD Events Group provides annual and regional provides annual and regional conferences that provide face-conferences that provide face-to-face Services to engage to-face Services to engage thethe software development buying software development buying team:team: • Exclusive Sponsorships• Traditional Exhibits• Valuable Tech Briefings • Informative BOFs• Affiliate Marketing• Focus Groups

INTEGRATED MARKETING SERVICESINTEGRATED MARKETING SERVICES

Dr. Dobb’s Integrated Marketing Services provide daily, weekly, Dr. Dobb’s Integrated Marketing Services provide daily, weekly, monthly & annual Services to reach monthly & annual Services to reach the software development the software development buying teambuying team on a global basis on a global basis

• Association with the industry’s most trusted source and globally recognized brands with unprecedented community affinity

• Access to hundreds of thousands of authoritative software development professionals - the entire software development buying team

• Rates that that reward our partners for using Integrated Marketing Services

INDEPENDENT RESEARCH VALIDATES DR. DOBB’S AS THE INDEPENDENT RESEARCH VALIDATES DR. DOBB’S AS THE DEVELOPMENT COMMUNITY’S BRAND OF CHOICE! DEVELOPMENT COMMUNITY’S BRAND OF CHOICE!

Dr. Dobb’s JournalDr. Dobb’s Journal and Dr. Dobb’s Portal Swept the print and on- and Dr. Dobb’s Portal Swept the print and on-line categories in Evans Data’s 2008 Developer Marketing line categories in Evans Data’s 2008 Developer Marketing Patterns Report: Patterns Report:

• Best Print Magazine to learn about Tools • Best Print Magazine to learn about New Software

Technologies• Best Print Magazine to learn about SOA and Web

Services• Best Web Site to learn about Tools • Best Web Site to learn about New Software

Technologies

Source: 2008 Evans Data Corporation

More software developers choose Dr More software developers choose Dr Dobb’s then any other media…. Dobb’s then any other media…. Put Dr Dobb’s to work for your Put Dr Dobb’s to work for your organization today!organization today!

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