BILANZ THE GERMAN BUSINESS MAGAZINE Copy Test May 2014

CONTENTS

1 / Use Situation and Reading Behaviour 2 / Rating and Ad Awareness 3 / Statements on BILANZ 4 / Rating of Cover 5 / Study Design 6 / Contacts

2

ICON erscheint nicht in WELT am SONNTAG KOMPAKT. BILANZ appears in DIE WELT Total (DIE WELT + DIE WELT Kompakt); Source: Media Markt Analysen; May 2014 ICON-Preise gelten als Ergänzung zur Preisliste DIE WELT, WELT am SONNTAG and WELT AKTUELL Nr. 90, gültig ab 01.01.2012.

Basis: N = 399 respondents (people who leafed through or read BILANZ)

1 / USE SITUATION AND READING BEHAVIOUR

 96% of DIE WELT and WELT KOMPAKT readers have leafed through or read BILANZ.  BILANZ is picked up an average of 1.9 times.  89% have read at least half of all pages in BILANZ. Almost two-thirds (65%) have even read at least three-fourths of all pages.  BILANZ is read for an average of 38.4 minutes. Those who are over 50 even read it for 42.5 minutes.

3

ICON erscheint nicht in WELT am SONNTAG KOMPAKT. BILANZ appears in DIE WELT Total (DIE WELT + DIE WELT Kompakt); Source: Media Markt Analysen; May 2014 ICON-Preise gelten als Ergänzung zur Preisliste DIE WELT, WELT am SONNTAG and WELT AKTUELL Nr. 90, gültig ab 01.01.2012.

Basis: N = 399 respondents (people who leafed through or read BILANZ)

2 / RATING AND AD AWARENESS

 88% of readers responded that they had either a very good or good impression of BILANZ.  55% of readers would tell someone in their circle of friends about BILANZ or pass BILANZ on to someone else.  Almost half (46%) of the readers would save BILANZ so they can read it again later.  The average ad awareness of all tested ads in BILANZ is 70%.

4

ICON erscheint nicht in WELT am SONNTAG KOMPAKT. BILANZ appears in DIE WELT Total (DIE WELT + DIE WELT Kompakt); Source: Media Markt Analysen; May 2014 ICON-Preise gelten als Ergänzung zur Preisliste DIE WELT, WELT am SONNTAG and WELT AKTUELL Nr. 90, gültig ab 01.01.2012.

Basis: N = 399 respondents (people who leafed through or read BILANZ)

3 / STATEMENTS ON BILANZ

Top2Box: Strongly agree / Somewhat agree

ICON erscheint nicht in WELT am SONNTAG KOMPAKT. BILANZ appears in DIE WELT Total (DIE WELT + DIE WELT Kompakt); Source: Media Markt Analysen; May 2014 ICON-Preise gelten als Ergänzung zur Preisliste DIE WELT, WELT am SONNTAG and WELT AKTUELL Nr. 90, gültig ab 01.01.2012.

Basis: N = 399 respondents (people who leafed through or read BILANZ)

4 / RATING OF COVER

 86% say that the cover makes them want to read BILANZ.  For 73%, the cover of BILANZ is inspiring.  95% say that the cover of BILANZ makes a reputable impression.  For 93%, the cover fits the economic topics.

 86% rate the cover as (very) good!

6

ICON erscheint nicht in WELT am SONNTAG KOMPAKT. BILANZ appears in DIE WELT Total (DIE WELT + DIE WELT Kompakt); Source: Media Markt Analysen; May 2014 ICON-Preise gelten als Ergänzung zur Preisliste DIE WELT, WELT am SONNTAG and WELT AKTUELL Nr. 90, gültig ab 01.01.2012.

Basis: N = 399 respondents (people who leafed through or read BILANZ)

5 / STUDY DESIGN

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Population:

Readers of DIE WELT / DIE WELT Kompakt between 18-69 years

Sample:

Quota samples, N = 414 respondents

Survey method:

Face-to-face interviews in household of respondents

Survey period:

2 May and 3 May 2014

Conducted by :

Media Markt Analysen, Frankfurt/Main

ICON erscheint nicht in WELT am SONNTAG KOMPAKT. BILANZ appears in DIE WELT Total (DIE WELT + DIE WELT Kompakt); Source: Media Markt Analysen; May 2014 ICON-Preise gelten als Ergänzung zur Preisliste DIE WELT, WELT am SONNTAG and WELT AKTUELL Nr. 90, gültig ab 01.01.2012.

Basis: N = 399 respondents (people who leafed through or read BILANZ)