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Flightglobal Analytics Report March 2010

Flightglobal
Web & e-newsletter
Online Analytics Report

Q1-10 Update
31st March 2010

Web & e-newsletters KOT 05/10 1


Flightglobal Analytics Report March 2010

Web & e-newsletter Analytics Report


Introduction
This report is designed to provide a selection of the headline figures behind the Flightglobal website
and its associated e-newsletters, including a snapshot of latest traffic data and core demographics for
our growing online audience. Note that statistics are gathered on different quarterly frequencies,
so some data may be from a previous quarter, but please ask if you need more recent metrics.
The majority of analysis in this report comes from our own internal web-tracking tools, but alongside
is a selection of comparative and demographic data from external sources, such as Google Ad
Planner and Amazon’s Alexa, that track sites across the web. You can access these yourself to check
on our progress and that of other aviation sites.
This report inevitably only contains a selection of the available data, but our sales team would be
happy to discuss the figures in more detail, so do let us know if you would like to see more.

Kevin O’Toole
Head of Strategy
Flightglobal

Contents:
Introduction 2
Web traffic & demographic analysis 3
Traffic: latest year 4
Traffic history 5
Geographic analysis 6
Domain analysis 7
Aviation publishers by comparison 8
Google DoubleClick Ad Planner summary 9
Ad Planner detail: www.flightglobal.com 10
Ad Planner detail: www.aviationweek.com 11
Ad Planner detail: www.atwonline.com 12
Ad Planner: US demographic comparison 13
Alexa rankings: competitive comparisons 15
Audience research 16
Recommend survey: NPS score & verbatim comments 17
Recommend survey: Audience profile 18
User Profile Survey: User behaviour 19
Sponsored reports 20
Sponsored research download data 21
Report demographics: sample fleet reports 22
Show publishing 25
Flight Daily News: annual schedule 26
interactive Flight Daily News: iFDN statistics 27
FDN e-newsletter demographics 28
e-newsletter demographics 29
Introduction 30 Chinese 35
Airline Business 31 Defence 36
Aircraft Finance 32 Flight International 37
Airline Maintenance 33 Network Planning 38
Business Aviation 34 Unmanned 39
Advertising sales contacts 40

Web & e-newsletters 2


Flightglobal Analytics Report March 2010

www.flightglobal.com
traffic & demographic
analysis

Web & e-newsletters 3


Flightglobal Analytics Report March 2010

Traffic 2009:
Flightglobal.com is the aviation world’s leading professional web portal,
bringing a mix of news, data and jobs together with a range of Web 2.0
features from blogs and discussion forums to images and video
presentations. Flightglobal.com averaged over 6 million page views and close
to a million unique users each month from January through December 2009.
Below are charts providing a snapshot of our headline progress, taken from
flightglobal.com’s internal web monitoring tools.

Flightglobal unique visitors Flightglobal page views


1,500,000
1,400,000 Uniques:Monthly 8,000,000
Flightglobal views
1,300,000
Trend: visitors Trend: flightglobal
1,200,000
7,000,000
1,100,000
1,000,000
900,000 6,000,000
800,000
700,000 5,000,000
600,000
500,000
4,000,000
400,000
300,000
3,000,000
200,000
100,000
0 2,000,000

Nov-09
Feb-09

Apr-09
May-09

Aug-09

Dec-09
Nov-09
Feb-09

Apr-09
May-09

Aug-09

Dec-09

Jan-09

Mar-09

Jun-09
Jul-09

Sep-09
Oct-09
Jan-09

Mar-09

Jun-09
Jul-09

Sep-09
Oct-09

Flightglobal - jobseeker CVs


Flightglobal monthly visits 60,000
2,500,000
JOBS all uploaded CVs
Visits JOBS searchable CVs
50,000
Trend: visits
2,000,000

40,000
1,500,000

30,000

1,000,000
20,000

500,000
10,000

0
0
Nov-09
Feb-09

Apr-09
May-09

Aug-09

Dec-09
Jan-09

Mar-09

Jun-09
Jul-09

Sep-09
Oct-09

Oct-09

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Jun-09

Jul-09

Aug-09

Dec-09
Apr-09

May-09

Sep-09
Mar-09

Web & e-newsletters 4


Flightglobal Analytics Report March 2010

Traffic historic:
Flightglobal launced a major iniative to create a worldwide aviation industry web portal
in mid-2005, relaunching the original magazine site as www.flightglobal.com in Feb-06.
A series of innovations have since helped the site achieve straight-line growth

Flightglobal.com annual traffic statistics


Annual total Average monthly traffic & visitors by year
Year Page views change Visits Page views Visits Visitors change
2006 32,343,652 c100% 1,930,480 2,695,304 160,873 252,121 n/a
2007 37,120,803 15% 7,476,687 3,093,400 623,057 323,623 28%
2008 52,598,351 42% 11,269,267 4,383,196 939,106 486,101 50%
2009 74,334,850 41% 19,700,081 6,194,571 1,641,673 990,967 104%

Flightglobal page views since launch


8,000,000

7,000,000 Flightglobal views

Trend: flightglobal views


6,000,000

5,000,000

4,000,000

3,000,000

2,000,000

1,000,000

0
Oct-05
Nov-05

Oct-06
Nov-06

Oct-07
Nov-07

Oct-08
Nov-08

Oct-09
Nov-09
Jun-05
Jul-05
Aug-05

Dec-05
Jan-06
Feb-06

Jun-06
Jul-06
Aug-06

Dec-06
Jan-07
Feb-07

Jun-07
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Dec-07
Jan-08
Feb-08

Jun-08
Jul-08
Aug-08

Dec-08
Jan-09
Feb-09

Jun-09
Jul-09
Aug-09

Dec-09
Sep-05

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Apr-07
May-07

Sep-07

Apr-08
May-08

Sep-08

Apr-09
May-09

Sep-09
Mar-06

Mar-07

Mar-08

Mar-09

Flightglobal unique visitors Flightglobal monthly visits


1,400,000 2,500,000
1,300,000
Uniques:Monthly
1,200,000
Trend: visitors 2,000,000 Visits
1,100,000
Trend: visits
1,000,000
900,000
1,500,000
800,000
700,000
600,000 `
1,000,000
500,000
400,000
300,000 500,000
200,000
100,000
0 0
Oct-08
Nov-08

Oct-09
Nov-09

Oct-08
Nov-08

Oct-09
Nov-09
Jan-08
Feb-08

Jun-08
Jul-08
Aug-08

Dec-08
Jan-09
Feb-09

Jun-09
Jul-09
Aug-09

Dec-09

Jan-08
Feb-08

Jun-08
Jul-08
Aug-08

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Jan-09
Feb-09

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Apr-08
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Apr-08
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Sep-08

Apr-09
May-09

Sep-09
Mar-08

Mar-09

Mar-08

Mar-09

Web & e-newsletters 5


Flightglobal Analytics Report March 2010

Geographic analysis:

Europe
UK 159k
Germany 45k
France 36k
Netherlands 18k
Italy 15k
North America Spain 14k
USA 282k Russia 12k
Canada 42k Europe 427k
N.America 323k
Asia-Pacific
Australia 27k
China+H-K 25k
South America India 24k
Brazil 10k Mid-East/Africa Japan 10k
Mexico 4k UAE 8k Singapore 8k
S.America 23k S.Africa 6k New Zealand 7k
Israel 4k Asia-Pacific 137k
Africa/ME 38k
BRIC economies
Brazil 10k
Russia 12k
China+H-K 25k
India 24k
BRIC 71k

www.flightglobal.com unique visitors by region & lead countries: Average monthly uniques Jan-Dec2009

Flightglobal.com’s internal web monitoring tools track the geographic spread of users by IP address.
The heat map (above) shows the spread of unique visitors in a single month by country, while the pie
chart represents the spread of unique monthly vistors to the site by world region. The UK is split from
the rest of Europe since it represents the original core market for the site prior to relaunch in 2006.

Unique visitors – by country Dec-09


Rank Organisation Visitors
1 United States 281,635
Flightglobal.com - visitors by region 2009 2 Great Britain 159,016
3 Germany 45,802
Europe 4 Canada 41,830
UK 28% 5 France 36,253
17% 6 Australia 27,130
7 India 24,359
Middle East/ 8 Hong Kong 19,695
Africa 9 Netherlands 18,345
4% 10 Italy 14,722
11 Spain 14,485
12 Russian Federation 12,375
13 Sweden 11,435
Asia-Pacific
14 Ireland 10,183
14%
North America 15 Japan 10,149
South
35% 16 Poland 9,863
America
17 Brazil 9,488
2%
18 Switzerland 9,291
Monthly visitors: average by region Jan-Dec 2009 19 Czech Republic 9,265
20 Belgium 8,874
21 Norway 8,784
22 United Arab Emirates 8,230
23 Singapore 8,129
24 New Zealand 6,872
25 Denmark 6,371

Web & e-newsletters 6


Flightglobal Analytics Report March 2010

Domain analysis
The following analysis represents a selection of monthly unique visitors to flightglobal.com who used
an identifiable IP address captured through a downloaded cookie. The majority of visitors use general
Internet Service Providers (ISPs) that do not identify their organisation (eg AOL.com).
Visitors by IP address – Aerospace Mar-10 Visitors by IP address - Govt & Military Mar-10
Rank Organisation Visitors Rank Organisation Visitors
1 Boeing 11,382 1 USAF 4,593
2 UTC/Pratt&Whitney etc 8,301 2 US Navy 1,875
3 BAE Systems 5,282 3 US Army 1,282
4 Lockheed Martin 4,532 4 FAA 1,263
5 Honeywell 2,338 5 NASA 983
6 Bombardier 1,864 6 UK MoD 840
7 Goodrich 1,576 7 Australian Defence Department 741
8 Thales 1,220 8 European Union 509
9 GE 1,192 9 Canadian Govt 494
10 Rockwell Collins 1,123 10 Dept of Homeland Security 302
11 Raytheon 951 11 US Dept of Veteran Affairs 281
12 Qinetiq 825 12 UK CAA 193
13 EADS/Airbus 747 13 Air Services Australia 172
14 L3-Communications 731 14 British Columbia 171
15 Gulfstream 662 15 Institute for Defense Analysis 130
16 Hewlett-Packard 574 16 Canadian Govt 128
17 Snecma 439 17 US Central Command 124
18 Volvo 418 18 NATO 114
19 CAE 392 19 US Department of State 111
20 WS Atkins 372 20 US DoD HPC program 111
21 Allison 321 21 US Office of Defense Secretary 105
22 Hawker 318 22 Irish Finance Ministry 104
23 Learjet 305 23 US Marine Corps 104
24 Eaton Corp 282 24 US Coast Guard 101
25 Korean Aerospace 241 25 Brazilian Govt 100

Visitors by IP address – Air operators Mar-10 Visitors by IP address – Colleges Mar-10


Rank Organisation Visitors Rank Organisation Visitors
1 Emirates 787 1 Georgia Institute of Technology 592
2 Delta 651 2 Cranfield University, UK 374
3 KLM 647 3 Oxford University, UK 363
4 United Airlines 579 4 Embry-Riddle 289
5 FedEx 524 5 Bristol University, UK 252
6 Lufthansa 507 6 Purdue/Indiana University 235
7 SAS 503 7 MIT University 220
8 jetBlue 396 8 Imperial College London 210
9 bmi 340 9 Luton University, UK 208
10 Jet Aviation 293 10 Cambridge University 207
11 DHL Worldwide Express 289 11 Glasgow University, UK 198
12 Alaska Air 250 12 RMIT University Australia 185
13 UPS 222 13 Stanford University 174
14 Flybe 214 14 North Dakota State University 166
15 Cathay Pacific 184 15 Hertfordshire University, UK 164
16 AmericaWest 158 16 Liverpool University, UK 155
17 West Jet 140 17 University of Manchester, UK 153
18 Virgin Blue 114 18 University of Washington 142
19 Swiss 111 19 Ohio State University 138
20 Ethiopian Airlines 110 20 University of Michigan 129
21 Northwest Airlines 106 21 Polytechnic of Warsaw 124
22 Dart Group/Jet2.com 103 22 University of Queensland 117
23 World Airways 93 23 Bath University, UK 109
24 Bristow 51 24 Texas A&M University 104
25 Harrods Aviation 48 25 Penn State University 103

Web & e-newsletters 7


Flightglobal Analytics Report March 2010

Aviation publishers by
comparison:
rankings & demographics

Web & e-newsletters 8


Flightglobal Analytics Report March 2010

Google demographics: www.flightglobal.com


Google launched the Ad Planner service following the acquisition of the DoubleClick
media planning business in 2008. This free tool is designed to help online advertisers
make better informed buying decisions. Essentially it provides a guide as to the websites
that the target audience are most likely to visit.

To do this the service provides a range of traffic estimates and headline demographics
for millions of websites from over 40 countries. However, not all websites have sufficient
scale to register in many countries, so analysis on the following pages is based upon
figures for the USA, a market in which all of flightglobal.com’s competitors do register.

Traffic statistics for world and US markets are shown in detail in subsequent pages, but
below is a summary of the latest results for flightglobal.com and two of its traditional print
media peers now also with an online presence.

Google DoubleClick Ad Planner traffic estimates: World APR-10


Metrics (thousands) flightglobal.com aviationWeek.com AtWonline.com
Uniques (cookies) 900 240 64
Visitors (est. users) 470 120 35
Page views 4,600 1,500 290
Total visits 1,500 520 150
Avg. visits per visitor 3.20 4.20 4.20
Avg. time on site (mm:ss) 04:40 05:30 04:10

However, scale alone is not enough. It is clearly key to ensure that a website is attracting
the right type of online audience compared with competing sites. So the Ad Planner
service tracks a range of demographics and also “affinity scores” (see below), which help
to demonstrate, in this case, that as well as being much bigger, flightglobal.com is also
delivering the same mix of audience as other professional sites.

Affinity scores
Sites also visited: World APR-10
Websites: “Users of flightglobal.com also use...”
Site Affinity
Ad Planner provides a listing of other sites that are also visited by a aviationtoday.com 603.7x
particular website’s audience. This is accompanied by an “affinity” score, aviationweek.com 546.4x
which represents how much more likely a visitor of one site, in this case atwonline.com 546.8x
flightglobal.com, is to go to visit a similar site, such as aviationweek.com, aviationjobsearch.com 509.4x
than the average web visitor.
defensenews.com 498.9x
So in this case a visitor to flightglobal.com is over 500x times more likely to abpic.co.uk 460.0x
also visit aviationweek.com than the average web user. The two sites forum.keypublishing.co.uk 455.5x
therefore share many of the same users and through flightglobal.com you planespotters.net 452.2x
are over 500x more likely to reach an aviationweek.com user than by boeing.mediaroom.com 411.5x
untargeted web advertising. airplane-pictures.net 377.2x

Interest: “flightglobal.com users are interested in...” Audience interest: World APR-10
Ad Planner also provides an “affinity” score for interest areas for which a Site Affinity
particular audience is searching. This affinity score is constantly updating as Aviation 112.4x
Google refreshes its statistics, but a series of snapshots helps to highlight Aerospace & Defense 75.1x
the degree to which an audience is interested in the right areas for an ad Defense Industry 69.4x
campaign. Space Technology 28.7x
Afghanistan 24.1x
As expected, the flightglobal.com audience consistently shows its strongest Geology 21.6x
interest in categories such as aviation, aerospace and defence. More
United Arab Emirates 21.3x
specific terms may rise up the ranking in response to major events within
United Kingdom 20.2x
the industry. For example, not too surprising to see the interest area
“geology” appear during the month in which large parts of Europe was Technology News 19.3x
grounded due to a volcanic ash cloud! Transportation & Logistics 18.1x

Web & e-newsletters 9


Flightglobal Analytics Report March 2010

Google demographics: www.flightglobal.com


Google’s DoubleClick Ad Planner service provides audience demographics &
traffic estimates by leading countries. Below are the latest results for the USA.

Traffic estimates Google ad planner APR-10: Flightglobal.com *The total number of cookies on
Metric USA World the site in a given month.
Unique visitors (estimated cookies) * 260 K 900 K
** Estimate of ‘true’ unique users
Unique visitors (users) ** 110 K 470 K based on the assumption that
Page views 920 K 4.6 M some users will delete cookies
Total visits 430 K 1.5 M between sessions and therefore
Avg. visits per visitor 3.9 3.2 may falsely appear as uniques
when they next visit the site.
Avg. time on site 03:30 04:40

Worldwide unique visitors – estimated daily users

Flightglobal.com demographic splits – USA APR-10

Average age DEMOGRAPHICS


Google Ad planner provides
demographic data for key
countries such as the USA,
showing the age, level of
education and income for
audiences. To carry out your
own research visit:
www.google.com/adplanner

Education level

Household income

Web & e-newsletters 10


Flightglobal Analytics Report March 2010

Google demographics: www.aviationweek.com


Google’s DoubleClick Ad Planner service provides audience demographics &
traffic estimates by leading countries. Below are the latest results for the USA.

Traffic estimates Google ad planner APR-10: Aviationweek.com *The total number of cookies on
Metric USA World the site in a given month.
Unique visitors (estimated cookies)* 150 K 240 K
** Estimate of ‘true’ unique users
Unique visitors (users) ** 69 K 120 K based on the assumption that
Page views 930 K 1.5 M some users will delete cookies
Total visits 320 K 520 K between sessions and therefore
Avg. visits per visitor 4.7 4.2 may falsely appear as uniques
when they next visit the site.
Avg. time on site 05:40 05:30

Worldwide unique visitors – estimated daily users

Aviationweek.com demographic splits – USA APR-10


DEMOGRAPHICS
Average age Google Ad planner provides
demographic data for key
countries such as the USA,
showing the age, level of
education and income for
audiences. To carry out your
own research visit:
www.google.com/adplanner

Education level

Household income

Web & e-newsletters 11


Flightglobal Analytics Report March 2010

Google demographics: www.atwonline.com


Google’s DoubleClick Ad Planner service provides audience demographics &
traffic estimates by leading countries. Below are the latest results for the USA.

Traffic estimates Google ad planner APR-10: atwonline.com


*The total number of cookies on
Metric USA World the site in a given month.
Unique visitors (estimated cookies)* 30 K 64 K
Unique visitors (users) ** 12 K 35 K ** Estimate of ‘true’ unique users
based on the assumption that
Page views 120 K 290 K some users will delete cookies
Total visits 64 K 150 K between sessions and therefore
Avg. visits per visitor 5.3 4.2 may falsely appear as uniques
Avg. time on site 04:00 04:10 when they next visit the site.

Worldwide unique visitors – estimated daily users

ATWonline.com demographic splits – USA APR-10


DEMOGRAPHICS
Average age Google Ad planner provides
demographic data for key
countries such as the USA,
showing the age, level of
education and income for
audiences. To carry out your
own research visit:
www.google.com/adplanner

Education level

Household income

Web & e-newsletters 12


Flightglobal Analytics Report March 2010

Google demographics: comparisons USA APR-10


Google Ad Planner provides a degree of demographic data for major selected countries
such as the USA. The following section compares three traditional leaders in
aviation/aerospace publishing in terms of their US audience profile.

Each pie chart is in proportion to Google’s estimate of that site’s overall US audience. The
breakdown of users is given for: household income; average age; and education level.
Beneath is an estimate of the hard numbers in each category, calculated from the overall
“unique user” audience estimates from Google.

Note that Google makes an estimate of “true” unique users based on a proportion of the
estimated numbers of cookies downloaded. This assumes that some users will delete
cookies between sessions and therefore may falsely appear as uniques when they next visit
the site.

All of the data is available at www.google.com./adplanner

Comparison by household income: USA APR-10

$150k or
more $0-$25k www.aviationweek.com
13% 12%
$150k or $0-$25k
more 8%
13% $25k-
$100k-$150k $25k-$50k $50k
12% 14% 12%
$100k-
$150k www.atwonline.com
15%
$ $5
205k
- -
$$725550kkk
$ 150k
00 %
%
or $ 75-
$50k-75k mo r e $ 100k
31%
20%
31%

$50k-75k
$75-$100k 22%
27% $75- $ 100k-

$100k
$ 150k

www.flightglobal.com 32%

Google Ad Planner demographic splits by household income: USA APR-10


Household income Flightglobal.com AviationWeek.com ATWonline
$0-$25k 13,200 5,520 0
$25k-$50k 15,400 8,280 0
$50k-75k 24,200 13,800 0
$75-$100k 30,800 22,080 3,720
$100k-$150k 13,200 10,350 4,560
$150k or more 14,300 8,970 3,720
US visitors 110,000 69,000 12,000

Affinity by interest/websites: flightglobal.com USA APR-10

Audience interest affinity: USA APR-10 Websites visited affinity: USA APR-10
Site Affinity Site Affinity
Defense Industry 91.0x aviationweek.com 370.0x
Aviation 90.3x 787flighttest.com 210.0x
Aerospace & Defense 67.3x avweb.com 170.0x
Space Technology 31.2x defenseindustrydaily.com 160.0x
Technology News 21.6x mbvtravel.com 130.0x
Engineering Technology 20.0x aopa.org 73.0x
Transportation & Logistics 19.6x controller.com 88.0x

Web & e-newsletters 13


Flightglobal Analytics Report March 2010

Comparison by average audience age: USA APR-10

65 or more 0-17 18-24


5% 0% 6%
www.aviationweek.com
55-64
15% 55-64 65 or
24% more
25-34 6%
24% 18-24
0%

45-54 0-17
28% 0% www.atwonline.com
6 5 or
20
1 8--13
5
mor 274
e
45-54 00%
%

20%
55- 64
25-34 43%

15% 35- 44
57%

35-44 35-44
45 - 5 4
0%
30% 27%
www.flightglobal.com

Google Ad Planner demographic splits by age profile: USA APR-10


Average age Flightglobal.com AviationWeek.com ATWonline
0-17 0 0 0
18-24 6,600 0 0
25-34 26,400 10,350 0
35-44 31,900 19,320 6,840
45-54 22,000 19,320 0
55-64 16,500 16,560 5,160
65 or more 5,500 4,140 0
US visitors 110,000 69,000 12,000

Comparison by educational level: USA APR-10


Bachelors
degree
45%
www.aviationweek.com
Graduate
degree
Graduate
18% degree
Bachelors 27%
degree
20%
Less than dua
High te
Less than de g
School
High School Bac
ree
0%
4% he l o
rs
Hig L e ss
h t ha
High School Some de
S ogm
S ch n
Some High r eee
College oo l Hig
College 5% School C ol l
0% h
20% e ge
28% 5%
www.atwonline.com
www.flightglobal.com

Google Ad Planner demographic splits level of education: USA APR-10


Level of education Flightglobal.com AviationWeek.com ATWonline
Less than High School 4,400 0 0
High School 5,500 3,450 0
Some College 30,800 13,800 2,400
Bachelors degree 50,600 33,120 5,760
Graduate degree 19,800 18,630 3,960
US visitors 110,000 69,000 12,000

Web & e-newsletters 14


Flightglobal Analytics Report March 2010

Alexa rankings: Jan-Dec 2009


The Alexa web information company, now part of Amazon.com, has collected
data since 1996 to help build a picture of the relative popularity of millions of
websites. Data is gathered from Alexa toolbar users and a range of other
sources to create a rolling 3-month site ranking based on a combination of
users and page views. This can be a useful tool in assessing the broad appeal
of similar sites including some geographic and demographic data. To find out
more visit: www.alexa.com

Selected aviation media sites ranked by audience – Alexa Dec-09


Site World rank* World reach** Views per user UK Rank US Rank
flightglobal.com 13,456 106.0 2.8 3,000 9,440
aviationweek.com 46,345 27.7 2.6 36,734 15,087
Janes.com 84,208 17.4 2.6 37,620 43,278
atwonline.com 207,269 7.3 1.8 114,528 97,286
NOTE:*WORLD RANK: Google=1 **REACH: estimated number of visitors per million web users who visit this site. Source: all figures from www.alexa.com

Aviation sites ranked by audience - Alexa Dec-09 Flightglobal.com by country – Dec-09


Rank Website Rank 3 mos change Country Rank
1 flightglobal.com 13,456 up 206 New Zealand 1,752
2 pprune.org 29,769 down 3,536 United Arab Emirates 2,418
3 iata.org 45,141 down 4,503 Nigeria 2,471
4 aviationweek.com 46,345 up 2,282 United Kingdom 2,635
5 pprune.org 29,769 down 3,536 South Africa 3,833
6 Janes.com 84,208 down 12,570 Hong Kong 4,768
7 defensenews.com 106,948 up 5,517 Sri Lanka 5,194
8 aso.com 115,396 down 23,104 Ireland 6,198
9 aviationjobsearch.com 115,807 down 3,634 Australia 6,711
10 AVweb.com 120,460 down 19,679 Malaysia 7,935
11 aso.com 115,396 down 23,104 Canada 8,100
12 aero-news.net 132,617 up 1,957 Netherlands 8,378
13 aerospace-technology 191,816 up 5,037 United States 8,486
14 myaviation.net 191,957 up 71,884 Iran 10,737
15 plancrashinfo.com 200,217 down 26,720 India 11,387
16 atwonline.com 207,269 down 24,479 Greece 11,701
17 airdisaster.com 208,506 down 58,704 Thailand 12,175
18 Jetcareers.com 236,973 up 8,454 Bangladesh 12,361
19 avbuyer.com 281,766 down 57,723 Sweden 12,635
20 aviationtoday.com 309,961 down 36,691 Indonesia 13,793
21 Landings.com 317,029 down 70,169 Germany 13,944
22 Indianaviationnews.net 352,885 up 7,987 Turkey 16,681
23 patricksaviation.com 378,110 down 43,186 Pakistan 17,883
24 centreforaviation.com 383,074 down 84,602 France 18,597
25 avitop.com 397,620 down 97,730 Austria 19,634

Web & e-newsletters 15


Flightglobal Analytics Report March 2010

Flightglobal
audience research

Web & e-newsletters 16


Flightglobal Analytics Report March 2010

Recommend survey: DECEMBER 2009


Flightglobal carries out regular reader research across its print and online portfolio to ensure that the
products remain fully engaged with their audience. Among the most regular and detailed research is
the biannual Recommend survey, so-called because it is based around the Net Promoter Score,
which asks users to rate how likely they are to recommend use of a site, service or magazine to their
colleagues or friends.

The overall score is calculated by subtracting the detractors from the active promoters while
discounting those who are passive (see Methodology below). The Flightglobal website has remained
comfortably ahead of the publishing average with a net promoter score of 45 in the latest research,
carried out in December 2009 among over 800 website users.

Methodology
Customers are asked “Would you recommend this company or product to others?” on a 0-to-10–point rating scale. Their responses
allow them to be categorized into 3 groups:
¾ Promoters (those who answer 9 or 10) are loyal enthusiasts who will keep buying from your company and who urge others
to do the same, fuelling your growth.
¾ Passives (those who answer 7 or 8) are satisfied but often unenthusiastic customers who are more vulnerable to competitive
offerings.
¾ Detractors (those who answer 0 through 6) include unhappy customers who may be buying for the wrong reasons (e.g., they
are trapped), and who can damage your brand and impede growth through negative referrals.
To calculate your product/ customer segment’s Net Promoter Score, take the percentage of customers who are promoters, and subtract
the percentage who are detractors

Not at all likely


Likelihood to Recommend
Extremely likely

0 1 2 3 4 5 6 7 8 9 10

Detractors Passives Promoters

User recommendations R
Reeaassoonnss ffoorr rreeccoom
mmmeennddiinngg fflliigghhttgglloobbaall..ccoom
m
Up to date/ current
Users are also asked to give their
reasons for recommending the website. Inform ative/ relevant content
These are grouped and summarised in Well w ritten
the graph (right). Typically Quality jobs
www.flightglobal.com is valued for its
Good reputation/ w ell respected
professional, accurate and broad range
of content, while the speed at which Good coverage of topics

breaking news is reported on the site Good design/ easy to read/ use
appears to be a particular strength. The Interesting/ good read
jobs, blogs and archive sections are Good search
commonly mentioned as reasons for
Good quantity of jobs
rating the site highly.
Free

Verbatim responses: Fast speed

“This is the definitive site for aviation professionals” 0% 10% 20% 30% 40% 50%

“It is by far the most accurate and up to date aviation news site”
“Provides updated information on aviation, commercial and military, worldwide with in-depth
discussions, plus development trends near and long term”

“Flightglobal provides the most updated news and articles about aviation in a very serious,
deep and reliable manner”
“Up to the minute news about what is important in our industry. Respected by professionals”
“It is the most complete source of aviation-related news & insight on the web”

Web & e-newsletters 17


Flightglobal Analytics Report March 2010

Recommend DECEMBER 2009 (CONT)


The Recommend survey also asks the audience to provide details about their working life, interests
and online behaviour. Answers to these questions, read together with the site analytics, help to add
some colour to our picture of who visits the site, how they use it and what features/content they most
value on the web.

In the following sections some of the highlights are given from the latest research in terms of
audience profile, online behaviour and website preferences. This represents only a sample
snapshot of the research undertaken across the group, so do ask if you need to see more.

Audience profile IInn w


whhaatt sseeccttiioonn ooff tthhee iinndduussttrryy ddoo yyoouu w
woorrkk??
Flightglobal.com is firmly Airline operators
established as a professional
Aerospace manufacturing
industry site, but has been at the
forefront in developing new ways Maintenance & spares
to interact with its increasingly Training, education & recruitment
mass audience and to follow their
interest through to all areas of Business aviation & GA operations
aviation. Other aviation/aerospace

Research confirms that a strong Aviation infrastructure


majority of around 60-70% of Aviation/travel services & IT
www.flightglobal.com visitors are
made up of current industry Media & Marketing
professionals, with the remainder Defence & security forces
from among related sectors
Government & Associations
students, retirees and enthusiasts.
The graph (see right) shows that Finance & Professional
of those currently employed:
0% 5% 10% 15% 20% 25% 30% 35% 40%
¾ 44% work for an airline or business aviation operator
¾ 28% work in aerospace manufacturing or MRO

And as part of the Flightglobal stable, alongside Airline Business and Flight International
magazines, the web audience is made up of high level professionals:
¾ >33% are managers including board members through to general management
¾ >50% are qualified professionals: engineers, pilots or controllers

W
Whhaatt bbeesstt ddeessccrriibbeess yyoouurr jjoobb lleevveell??

}
Other, 6%
Corporate officers
Admin, 3% Corporate include chairman,
officers, 6% Senior CEO, president etc
Student, 2%
managers, 7% Senior managers
Analyst/consult include VP, director etc
ant, 5%

Management,
21%

{
Qualified
professionals Qualified
includes pilots, professionals,
engineers, 51%
controllers etc

Web & e-newsletters 18


Flightglobal Analytics Report March 2010

Recommend DECEMBER 2009 (CONT)


User behaviour H
Hoow
w oofftteenn ddoo yyoouu vviissiitt fflliigghhttgglloobbaall..ccoom
m??
Once a day
Looking at how and why visitors
use the website also helps to build Several times a day
a clearer picture of how well we
are engaging with our audience Once every 2 or 3 days
online and also the value that they
place on our content. Once a week

One striking finding from across I have only visited once


the research is that flightglobal
visitors are strongly loyal. As the Once every 2 weeks
latest statistics show, the vast
majority return to the website Once every 2 or 3 months
every few days:
Once a month
¾ 33% at least daily
¾ 92% at least weekly
Less often
The biggest source of information
that the audience is coming back 0% 5% 10% 15% 20% 25% 30% 35%
for centres on industry news
(>75%) and with half of that for SSoouurrcceess uusseedd ttoo m
maakkee iinnffoorrm
meedd bbuussiinneessss ddeecciissiioonnss??
airlines
Industry websites
Research findings also show that Industry magazines
industry websites are now the first
place that a majority of the web General news websites
audience turn in order to make National newspapers
better informed business
Word of mouth
decisions. Highlights include the
following: Email newsletter/updates
¾ Industry websites have Conferences/events
overtaken magazines as the Television
prime source of industry news
¾ Industry-specific sites and General news magazines
magazines stay comfortably Radio
ahead of general sites/titles
¾ e-newsletters are now used Regional newspapers
by 30% of decision-makers None of these

0% 10% 20% 30% 40% 50% 60% 70% 80%


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flightglobal, aero-news.net
79% 1% Website preference
IATA Online 1% The research also asks how the audience rates
flightglobal.com alongside other websites. In
atwonline 1% particular, the survey is asked which they would
prefer if they could only choose one. Although
flightlevel350
the sample naturally leans towards users with a
` 1%
strong connection with flightglobal.com, the
Yahoo Aviation
extent of the preference is overwhelming with
News 2%
the website scoring a high multiple more than
janes 2% that of its nearest rival. And encouragingly this
comes despite the fact that the majority of
aviationweek respondents were also visitors to at least one
5% major competitor site – for example over half
airliners.net were also aviationweek.com visitors.
9%

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Flightglobal Analytics Report March 2010

Sponsored reports
branded research

Web & e-newsletters 20


Flightglobal Analytics Report March 2010

Latest Flightglobal Insight Special Report


download statistics taken at mid-Apr-10.

Title Release Downloads

Military fleet Feb-09 8,225

World Air Forces Jan-10 6,325

Commercial Fleet Jun-09 6,000

Intelligence (ISR) Jun-09 5,420

Fighter radars Jan-10 2,920

Aircraft finance May-09 2,600

Airliner Census Aug-09 2,450

Web & e-newsletters 21


Flightglobal Analytics Report March 2010

Report demographics: Commercial fleet 2009


Initial downloads after the launch of each report are behind a registration barrier, so allowing
Flightglobal to collect some headline demographics in terms of geography and organisation also,
where agreed as part of the package, to build a mailing list for the sponsor to make further contact.

Web & e-newsletters 22


Flightglobal Analytics Report March 2010

Report demographics: ISR fleet 2009


Initial downloads after the launch of each report are behind a registration barrier, so allowing
Flightglobal to collect some headline demographics in terms of geography and organisation also,
where agreed as part of the package, to build a mailing list for the sponsor to make further contact.

Web & e-newsletters 23


Flightglobal Analytics Report March 2010

Report demographics: Military fleet 2009


Initial downloads after the launch of each report are behind a registration barrier, so allowing
Flightglobal to collect some headline demographics in terms of geography and organisation also,
where agreed as part of the package, to build a mailing list for the sponsor to make further contact.

Web & e-newsletters 24


Flightglobal Analytics Report March 2010

Show publishing
Flight Daily News
iFDN

Web & e-newsletters 25


Flightglobal Analytics Report March 2010

Flightglobal: show dailies


Flightglobal is famous for its portfolio of award-winning daily print publications at
key industry air shows, exhibitions and conferences around the globe. These
have now been joined not only by digital editions but fully interactive online
magazines that have built up broad audiences within their own right.

The show dailies portfolio is led by the award-winning Flight Daily News editions,
now established as market leaders at the Farnborough and Paris air shows. But
over the years the brand has been extended to more targeted shows, such as
Aircraft Interiors Expo or the main AUVSI conference on UAVs.

Flight Evening News, which publishes at the end of each show day to
differentiate it from competitors, has also been developed for the major business
aviation events NBAA and EBACE.

Also the Airline Business brand now supports dailies at some of the airline
world’s key events. That includes the highly exclusive IATA AGM, the presidents
meeting of Latin America’s ALTA airline association and the Routes global
network planning forum.

Online editions & e-newsletters


The latest innovation has been to integrate the daily editions with
Flightglobal’s show coverage on the web. This has evolved over
the years from simply displaying articles and providing digital
editions, through to dynamic show pages linked through to fully
interactive online magazines, complete with videos, rich media
advertising, flash animations and a host of clickable icons.

Also, Flightglobal is able to push show coverage to a much


broader audience, well beyond visitors to the event itself,
through the use of dedicated web pages and importantly a series
of targeted e-newsletters.

Flight Daily News schedule: 2010


Date Show Daily Type Format
2-7 Feb-10 Singapore Air Show Interactive Flight Daily News web
21-22 Ap-10 MRO USA Interactive Flight Daily News web
3 - 5 May-10 EBACE Flight Evening News tabloid
4 - 6 May-10 EBACE Interactive Flight Daily News web
18 - 20 May-10 Aircraft Interiors Flight Daily News A4
6 - 8 Jun-10 IATA Airline Business Daily News A4
8 - 10 Jun-10 ILA Flight Daily News tabloid
19 - 22 Jul-10 Farnborough Air show Flight Daily News tabloid
19 - 22 Jul-10 Farnborough Air show Interactive Flight Daily News web
24 - 26 Aug-10 AUVSI Flight Daily News A4
14 - 16 Sep-10 Aircraft Interiors Americas Flight Daily News A4
19 - 21 Sep-10 Routes Airline Business Daily News A4
18 - 20 Oct-10 NBAA Flight Evening News tabloid
19 - 21 Oct-10 NBAA Interactive Flight Daily News web
17 - 19 Nov-10 ALTA Airline Business Daily News A4
7 - 9 Dec-10 MEBA Flight Daily News tabloid

Web & e-newsletters 26


Flightglobal Analytics Report March 2010

iFDN: interactive editions


The latest innovation from the Flight Daily News (FDN) portfolio has been the launch of fully interactive
iFDN online editions on the flightglobal.com website.

How show content is displayed on the web has evolved over the years, starting by simply displaying
FDN articles and providing flat digital editions, through to dynamic show pages linked through to fully
interactive online magazines. These interactive Flight Daily (iFDN) offerings come complete with a rich
mix of videos, animated advertising, flash animation and a host of clickable icons and images.

Launched for the Singapore Air Show early in 2010, the offering has attracted instant attention from
Flightglobal's huge online audience worldwide, attracting a new stream of professional viewers well
beyond that of the visitors who attend the event in person.

The digital environment opens up all sorts of possibilities to enrich the reader’s experience and iFDN
has lived up to expectations delivering videos, moving graphics, active hyperlinks and rich media
advertising to a broad industry audience.

Event: Singapore Air Show


Dates: 2-7th Feb-10
Total issues opened: 11,589
Average viewers per issue: 3,300
Average viewing time per issue: 05:54

Event: MRO USA


Dates: 21-22nd Apr-10
Total issues opened: 2,462
Average viewers per issue: 1,090
Average viewing time per issue: 02:51

Event: EBACE
Dates: 4-6th May-10
Total issues opened: 3,383
Average viewers per issue: 970
Average viewing time per issue: 04:14
NOTE: ALL DATA TAKEN AT MID-MAY 2010

Web & e-newsletters 27


Flightglobal Analytics Report March 2010

FDN: e-newsletters
Flightglobal keeps its audience in touch with coverage of air shows and
other key events in two ways. First, we produce special show editions of
our regular e-newsletters (see next section). Second, specific FDN e-
newsletters are sent to relevant, signed-up elements of the Flightglobal
audience updating them on our team’s daily coverage of the show.
Below are demographics from the FDN e-newsletters for the last year,

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Flightglobal Analytics Report March 2010

Flightglobal e-newsletters
demographic information

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Flightglobal Analytics Report March 2010

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Flightglobal Analytics Report March 2010

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Flightglobal Analytics Report March 2010

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Flightglobal Analytics Report March 2010

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Flightglobal Analytics Report March 2010

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Flightglobal Analytics Report March 2010

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Flightglobal Analytics Report March 2010

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Flightglobal Analytics Report March 2010

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Flightglobal Analytics Report March 2010

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Flightglobal Analytics Report March 2010

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Flightglobal Analytics Report March 2010

advertising sales contacts


HEAD OFFICE
Advertising sales
Stuart Burgess: Group Sales Manager
Tel: +44 (20) 8652 8796
stuart.burgess@flightglobal.com

GERMANY, AUSTRIA, SCANDINAVIA, USA, CANADA & SOUTH AMERICA


CENTRAL & EASTERN EUROPE
Robert Hancock - Vice President North
Shawn Buck Sales Manager America
Direct: +44 20 8652 4998 Tel: +1 703 836 7444
shawn.buck@flightglobal.com Fax: +1 703 836 7446
robert.hancock@flightglobal.com

UNITED KINGDOM, IRELAND, SPAIN,


PORTUGAL, GREECE, TURKEY, AFRICA & USA, CANADA & SOUTH AMERICA
THE MIDDLE EAST
Warren McEwan - Regional Sales Director
Mark Hillier - Key Account Manager Tel: +1 703 836 3719
Direct: +44 20 8652 8022 Fax: +1 703 836 7446
mark.hillier@flightglobal.com Mobile: +1 202 468 5495
warren.mcewan@flightglobal.com

FRANCE, BELGIUM, HOLLAND, ITALY,


RUSSIA & SWITZERLAND USA, CANADA & SOUTH AMERICA
Lucienne Atkins-Jones - Key Account Steven Kulikowski - Key Account Manager
Manager Tel: + 1 630 288 8034
Tel: + 44 20 8652 8486 Mobile: + 1 630 247 7463
Mobile: + 44 7887 821583 Fax: +1 303 265 2183
lucienne.atkins-jones@flightglobal.com Email: steven.kulikowski@flightglobal.com

ASIA - PACIFIC & AUSTRALASIA USA, CANADA & SOUTH AMERICA


Cory Mathews - Sales Manager Rachel Sunderland- Sales Executive
Tel: +65 6780 4315 Tel: +1 703 836 7445
Fax: +65 6789 7575 Fax: +1 703 836 7446
cory.mathews@flightglobal.com rachel.sunderland@flightglobal.com

www.flightglobal.com/mediapack
Web & e-newsletters 40