sae truck & off highway engineering …...sae truck & off-highway engineering february 2017...

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Conducted By

SAE TRUCK & OFF-HIGHWAY

ENGINEERING

February 2017

AdImpact™ Report

SAE TRUCK & OFF-HIGHWAY ENGINEERING February 2017

2 Introduction

3 Scores Used in this Report

4 Reader Profile

10 Publication Verbatim Comments

12 Top 5 AdImpact™ Scores

13 Advertiser Scores by Category

15 Size Chart

15 Reader Traffic Flow Chart

16 Publication Norms

CONTENTS

1


This report contains the results of an AdImpact™ Study, conducted by SIGNET RESEARCH, INC. using ads from the February 2017 issue of SAE TRUCK & OFF-HIGHWAY ENGINEERING. Established in 1968, SIGNET RESEARCH, INC. is a leading provider of Ad Measurement studies specializing in publication, association, and advertising research. Signet combines cutting edge technologies with a commitment to client customization through its proprietary AdStudies. The objective of the SIGNET AdImpact™ Study is to measure Exposure of ads that appeared in a particular issue and specific actions respondents took as a result of reading the measured ad. Readers from the publication’s circulation list are invited to participate in this online study. The invitation is sent after they receive the issue to be studied and before receiving the next issue. Participants are connected to a Signet website where they view the ads to be measured. This report is based on returns from 185 respondents. In order to reduce respondent fatigue a split sample technique was used, so that each respondent rated a portion of the studied advertisements, with the objective being a minimum base of 100 respondents per ad. In addition, in order to eliminate bias with regards to the order of viewing the ads, the sequence of viewing the ads was rotated. By providing measurement scores to each ad and comparing it to others in the same issue, advertisers are given the opportunity to find new ways to better communicate with their audience and realize a stronger return of investment with their media buy. While these results represent a small sample of the magazine’s total circulation, they do reflect the opinion and commentary of readers who are the most active, providing insight into how the general audience may react to the advertising.

INTRODUCTION

2


• the percentage of respondents who read or looked at the advertisement in the issue.

Read/Looked At

•Call advertiser/visit advertiser's website •Recommend/purchase product •Discuss ad with others or save for future reference

Took Action: the percentage of respondents who have taken or plan to take one or more of the following actions:

•a measure of Impact. It is calculated by adding the Read/Looked At and Took Action percentages.

AdImpact™ Score

• the percentage of respondents who have seen a salesperson from the company advertising or sales representation for the product advertised in the past six months

Have Seen Sales Representation

SCORES USED IN THIS REPORT

3


0%

5%

10%

15%

20%

25%

11%

15%

19%

13%

4%

19% 19%

Which of the following best describes your primary job title or function? Corporate Official

Engineering Management

Design Engineering

Manufacturing/Production

Purchasing

Test/Quality/R&D

Other

0%

5%

10%

15%

20%

25%

30%

35%

16%

1%

8% 11%

9%

1%

18%

5%

30%

Which of the following best describes your company's operations?

Industrial/Utility/ConstructionEquipment Manufacturing

Agricultural Equipment Manufacturing

Heavy Truck/Bus Manufacturing

Engines/Drivetrain/TransmissionManufacturing

Other Off-highway EquipmentManufacturing

Lawn & Garden EquipmentManufacturing

Parts, Accessories, Components,Systems

Military/Government/Regulations

Other

READER PROFILE

4


Mean: 1 hour

26%

46%

18%

4% 6%

Considering all the times you pick it up, about how much time, in total, do you spend reading or looking through a

typical issue of SAE TRUCK & OFF-HIGHWAY ENGINEERING?

Less than 30 mins.

30 - 59 mins.

1 hr. - less than 2 hrs.

2 hrs. - less than 3 hrs.

3 hrs. or more

How many people, other than yourself, usually read or look through your

issue of SAE TRUCK & OFF-HIGHWAY ENGINEERING?

Mean Pass Along: 2.2 people Total Readers Per Copy: 3.2 people

READER PROFILE

5


Which of the following trade publications, other than SAE TRUCK & OFF-HIGHWAY ENGINEERING, do you receive personally addressed to you? OEM Off-Highway 33% Diesel Progress 32% Automotive Engineering 64% Ward’s Auto World 14% Hydraulics & Pneumatics 17% Heavy Duty Trucking 18% Other 14% None of the Above 15% Multiple responses permitted Which of the following trade publications do you read regularly, that is 3 out of 4 issues? SAE Truck & Off-Highway Engineering 66% OEM Off-Highway 29% Diesel Progress 34% Automotive Engineering 65% Ward’s Auto World 11% Hydraulics & Pneumatics 15% Heavy Duty Trucking 19% Other 10% None of the Above 10% Multiple responses permitted

Which of the following trade publications, in your opinion, have credible authors? SAE Truck & Off-Highway Engineering 82% OEM Off-Highway 37% Diesel Progress 47% Automotive Engineering 72% Ward’s Auto World 28% Hydraulics & Pneumatics 25% Heavy Duty Trucking 29% Other 9% None of the Above 5% Multiple responses permitted

READER PROFILE

6


Which of the following general design publications do you read regularly? Design News 44% Machine Design 37% Other 6% None of the Above 42% Multiple responses permitted Please indicate if you are involved, either as an individual or as part of a group or committee, in the initiation, recommendation, specification, approval or purchase of any of the following products or services. Engines/Engine Parts 49% Mechanical Parts & Components 49% Testing 48% Drivetrains 43% Materials, Coatings, Chemicals & Lubricants 40% Engineering Design Services 39% Electrical/Electronic Systems & Components 32% Manufacturing Equipment 31% Hydraulic/Pneumatic Systems 30% Engineering & Manufacturing Software 27% Body/Chassis 25% Interiors/Cabs 17% Recruitment 17% Other Products & Services 18%

Involved in One or More: 91% Multiple responses permitted

READER PROFILE

7


What action(s) have you taken during the past year as a result of advertisements and/or articles in SAE TRUCK & OFF-HIGHWAY ENGINEERING? Referred to, routed or discussed an article or advertisement with someone else in your organization 56% Saved or filed an article or advertisement for future reference 47% Requested additional information directly from a company, sales representative or distributor noted in an article or advertisement 26% Evaluated, recommended, purchased or authorized the purchase of a product or service advertised 18% Saved entire issue 32% Incorporated information from an article into work 30% Visited a company's website or e-mailed for more information 53% Took One or More Actions: 81% Multiple responses permitted Which of the following statements would you agree with? The advertising in SAE TRUCK & OFF-HIGHWAY ENGINEERING educates and is an important part of the publication. 45% I read through SAE TRUCK & OFF-HIGHWAY ENGINEERING as much for the advertising as for the articles. 32% SAE TRUCK & OFF-HIGHWAY ENGINEERING is one resource I use for researching new products, services, and technologies emerging in the automotive industry. 69% I can read SAE TRUCK & OFF-HIGHWAY ENGINEERING at work. 61% None of the Above 7% Multiple responses permitted

READER PROFILE

8


How have you benefited from reading SAE TRUCK & OFF-HIGHWAY ENGINEERING? Discovered new design/product ideas 82% Found suppliers 50% Saved time/money in engineering or manufacturing 24% Developed new partnerships 19% Licensing or acquired technologies 8% Other 5%

Have Benefited (Net): 95% Multiple responses permitted In which of the following engineering disciplines are you involved? Mechanical 66% Manufacturing 51% Materials 35% Electronic 30% Software 21% Other 14%

Involved in One or More: 97% Multiple responses permitted

READER PROFILE

9


Tell us how useful SAE TRUCK & OFF-HIGHWAY ENGINEERING is to you and how you use it in your job.

Very useful, found it helpful in suppliers. The SAE magazines that I subscribe to are an excellent resource for understanding,

knowledge, new technologies. I use that information as much as I feel relevant to my training seminars.

I am a Design Engineer and love the publication; it is informative. New Information is always welcome!! You never know where you will find it. Useful to know the developments happening in the concerned area. Somewhat; it can at times trigger ideas I act on. I use it to monitor advancements being made in various areas. I use this knowledge to

maintain / enhance my capabilities at work as well as for the personal enjoyment it provides.

I enjoy the updates on technology and competition. I explore the trend in the market and coach various groups which direction to go. Keeps me up to date with new equipment and processes. Very useful. Very useful as a consulting book. Review of product trends that could impact our business (water processing / hydraulic

machines). It's kind of my life. Very. Extremely. References. Gives me a global perspective.

PUBLICATION VERBATIMS

10


PUBLICATION VERBATIMS

Transportation design and land development near HWY. A good reference tool for product manufacturers. Each new issue provides new areas of interest and thought that can be used by

members of my organization. It often sparks new(er) ideas, new and different approaches to the same old issues we

all must deal with. Maintains an "up to date" condition with industry developments..."warns" of upcoming trends, points in a same page direction.

Maintain technical awareness. New product articles and some of the ads are valuable to our industry. I like seeing

where technology is taking other fields and ultimately where it can take our field. SAE Truck is a good source for current and future industry trends that align with some of our product offerings and can improve some of our offerings.

Used for reference material when a need arises. New technical information valuable. I learn about new products and new uses. I learn new technologies. Search for products/components for OEM /aftermarket applications. To a considerable extent ... "Yes". Very, for research. Very useful, informative and intriguing. Keeps me abreast of the much advancement within the industry. It is useful. I use it to keep up with latest developments in practical life.

11


*Measure of Impact - Calculated by adding the Read/Looked At and Took Action percentages.

BorgWarner: 87

Eberspächer: 81

Smalley Steel Ring Company: 80 Cat Industrial: 77

Perkins Engine Company Ltd.: 96

TOP 5 ADIMPACT™ SCORES*

12


AdImpact™ Read/ Took Have Seen Advertiser Size Page Score* Looked At Action Sales Rep

DESIGN ENGINEERING & STYLING Ansys, Inc. 1 page C.2 68 51% 17% 4%

CD-adapco/Siemens 1/2 page 17 73 52% 21% 8%

Average for Category

71 52% 19% 6%

ELECTRICAL, ELECTRONIC AND AVIONICS

Maximatecc 1/4 page 39 55 40% 15% 3% PROEMION Corp. 1 page 7 64 47% 17% 2% RIKO Float Technology Co., Ltd. 1/2 page 15 54 37% 17% 3% SPAL Automotive USA 1 page C.3 69 50% 19% 3% TE Connectivity/LADD Distribution 1/2 page 31 51 37% 14% 5%


59 42% 16% 3%

INTERIORS, CABINS & COCKPITS Eberspächer 1/2 page 16 81 61% 20% 7%

Maximatecc 1/4 page 39 55 40% 15% 3%


68 51% 18% 5%

MANUFACTURING T/CCI Manufacturing 1/2 page 37 53 41% 12% 2%


53 41% 12% 2%

MATERIALS Apple Rubber Products 1 page C.4 56 40% 16% 4%


56 40% 16% 4%

PARTS & COMPONENTS Apple Rubber Products 1 page C.4 56 40% 16% 4%

Aurora Bearing Company 1/4 page 39 57 43% 14% 4% Schaeffler Group 1 page 13 74 57% 17% 6% Smalley Steel Ring Company 1/2 page 14 80 57% 23% 5% SPAL Automotive USA 1 page C.3 69 50% 19% 3% T/CCI Manufacturing 1/2 page 37 53 41% 12% 2% The Lee Company 1 page 3 55 38% 17% 4%


63 47% 17% 4%

ADVERTISER SCORES

13


AdImpact™ Read/ Took Have Seen Advertiser Size Page Score* Looked At Action Sales Rep

POWER, PROPULSION & DRIVETRAIN BorgWarner 1 page 11 87 65% 22% 8% Cat Industrial 1 page 23 77 58% 19% 13% Concentric Rockford Inc. 1 page 5 54 40% 14% 7% International Fluid Power Expo 1 page 33 59 45% 14% 2% Perkins Engine Company Ltd. 2 page 26-27 96 70% 26% 10% SPAL Automotive USA 1 page C.3 69 50% 19% 3%


74 55% 19% 7%

TESTS & TESTING dSpace Inc. 1 page 9 47 38% 9% 4%

HBM, Inc. 1/2 page 29 59 39% 20% 6%


53 39% 15% 5%

MISCELLANEOUS International Fluid Power Expo 1 page 33 59 45% 14% 2%


59 45% 14% 2%

TOTAL ISSUE AVERAGE

65 48% 17% 5%

SIZE AVERAGES

NO. OF ADS

One Page or More

12 67 50% 17% 6% Fractional Page

9 63 45% 17% 5%

*Measure of Impact - Calculated by adding the Read/Looked At and Took Action percentages. Percentages may not add up due to rounding.

ADVERTISER SCORES ADVERTISER SCORES ADVERTISER SCORES ADVERTISER SCORES ADVERTISER SCORES ADVERTISER SCORES ADVERTISER SCORES

14


The above are averages for the sizes of ads in this issue (i.e. 67 is the average score for the One Page or More ads)

The above are averages per 1/4 of the magazine (i.e. 63 is the average score for the first 1/4 of the book)

0

20

40

60

80 67 63

AdImpact™ Score

One Page or More

Fractional Page

0

20

40

60

8063

76 56

63

AdImpact™ Score - 1/4 Book Averages

READER TRAFFIC FLOW CHART

SIZE AVERAGES

15


AdImpact™ Score*

Read/ Looked At

Took Action

Total Issue Average 57 46% 11% One Page or More 63 51% 12% Fractional Page 49 39% 9%

1st Qtr. 2nd Qtr. 3rd Qtr. 4th Qtr. Reader Traffic Flow (1/4 Book Averages) 66 56 57 55 Total Ads Assessed: 346

*Measure of Impact - Calculated by adding the Read/Looked At and Took Action percentages.

PUBLICATION NORMS THROUGH FEBRUARY 2017

16

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