Professional Documents
Culture Documents
Flightglobal
Web & e-newsletter
Online Analytics Report
Q1-10 Update
31st March 2010
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
www.flightglobal.com
traffic & demographic
analysis
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.
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
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
Nov-09
Jan-09
Feb-09
Jun-09
Jul-09
Aug-09
Dec-09
Apr-09
May-09
Sep-09
Mar-09
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
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
Jul-07
Aug-07
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
Apr-06
May-06
Sep-06
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
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
Dec-08
Jan-09
Feb-09
Jun-09
Jul-09
Aug-09
Dec-09
Apr-08
May-08
Sep-08
Apr-09
May-09
Sep-09
Apr-08
May-08
Sep-08
Apr-09
May-09
Sep-09
Mar-08
Mar-09
Mar-08
Mar-09
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.
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
Aviation publishers by
comparison:
rankings & demographics
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.
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
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
Education level
Household income
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
Education level
Household income
Education level
Household income
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.
$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%
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
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
Flightglobal
audience research
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
0 1 2 3 4 5 6 7 8 9 10
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
“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”
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.
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
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%
Sponsored reports
branded research
Show publishing
Flight Daily News
iFDN
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.
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: 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
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,
Flightglobal e-newsletters
demographic information
www.flightglobal.com/mediapack
Web & e-newsletters 40