BRAND REPORT FOR THE 6 MONTH PERIOD ENDED DECEMBER 2014 No attempt has been made to rank the information contained in this report in order of importance, since BPA Worldwide believes this is a judgment which must be made by the user of the report. Cahaba Media Group, Inc. 1900 28th Avenue South Suite 200 Birmingham, AL 35209 Tel.: 205-212-9402 Fax: 205-212-9452 constructionbusinessowner.com A different kind of construction magazine, fills a need for the kind of business management knowledge that is of practical value to owners of construction companies. Construction Business Owner provides articles that inform owners and managers on topics including sales, accounting, finance, banking relationships, insurance, regulatory issues, human resources, bidding strategies, equipment management and industry statistics. BRAND REPORT PURPOSE The Brand Report provides a deeper understanding and identification of all audited touch points with customers that have interest in the brand. It is designed to present analysis of all communication channels, including a brand s unique users within each channel of, but not across, multiple media platforms. This nonintegrated report contains data for each separate media channel as indicated in the Executive Summary. No attempt has been made to identify or eliminate duplication that may exist across media channels. CHANNELS MAGAZINE E-NEWSLETTER WEBSITE SOCIAL MEDIA 6 Issues in the period 40,186 average circulation 1 E-Newsletter in the period 24 total issued in the period 27,379 average per occurrence 18,154 average unique browsers 1,911 Twitter followers 1,136 Facebook likes 30,198 LinkedIn group members EXECUTIVE SUMMARY Below are the average contacts per occurrence, including frequency per period reported Non-Paid Paid Average MAGAZINE (6 issues in the period) 40,148 38 40,186 a. Print 32,527 38 32,565 b. Digital 7,621-7,621 1. Requested 7,327-7,327 2. Non-Requested 294-294 E-NEWSLETTER a. CBO Alert - (24 issued in the period) 27,379-27,379 WEBSITE (Monthly Unique Browsers with 44,690 average Page Impressions) THE CRITERION SOCIAL BUSINESS MEDIA OWNER SOCIAL MEDIA 18,154-18,154 a. Twitter followers *1,911 - *1,911 b. Facebook likes *1,136 - *1,136 c. LinkedIn group members *30,198 - *30,198 *Social Media claims are a cumulative figure, not average.
MAGAZINE CHANNEL Official Publication of: None/Established: 2004/Issues Per Year: 12 FIELD SERVED serves the construction industry including: General Contractor -- non-residential, General Contractor -- residential, Highway and Street Construction, Water Sewer and Utility Construction, Heavy Construction, Concrete Work, Excavation Work, Wrecking and Demolition Work, Plumbing Contractors and others allied to the field. DEFINITION OF RECIPIENT QUALIFICATION Qualified recipients are Owner, President, Manager, Purchasing Agent, CFO/Controller and other titled and nontitled personnel. AVERAGE NON-QUALIFIED NON-QUALIFIED Not Included Elsewhere Copies Other Paid Circulation Advertiser and Agency Allocated for Trade Shows and Conventions All Other 1 1,549 242 803 TOTAL 2,595 1. AVERAGE QUALIFIED BREAKOUT FOR THE PERIOD Qualified Qualified Non-Paid Qualified Paid QUALIFIED Copies Percent Copies Percent Copies Percent Individual 40,148 99.9 40,148 99.9 - - Sponsored Individually - - - - - - Addressed Membership Benefit - - - - - - Multi Copy Same Addressee - - - - - - Single Copy Sales 38 0.1 - - 38 0.1 40,186 100.0 40,148 99.9 38 0.1 1a. AVERAGE QUALIFIED BREAKOUT FOR THE PERIOD - PRINT Qualified Qualified Non-Paid Qualified Paid QUALIFIED Copies Percent Copies Percent Copies Percent Individual 32,527 99.9 32,527 99.9 - - Sponsored Individually Addressed - - - - - - Membership Benefit - - - - - - Multi Copy Same Addressee - - - - - - Single Copy Sales 38 0.1 - - 38 0.1 32,565 100.0 32,527 99.9 38 0.1 1b. AVERAGE QUALIFIED BREAKOUT FOR THE PERIOD - DIGITAL Qualified Qualified Non-Paid Qualified Paid QUALIFIED Copies Percent Copies Percent Copies Percent Individual 7,621 100.0 7,621 100.0 - - Sponsored Individually Addressed - - - - - - Membership Benefit - - - - - - Multi Copy Same Addressee - - - - - - Single Copy Sales - - - - - - 7,621 100.0 7,621 100.0 - - 2. QUALIFIED BY ISSUES FOR PERIOD 2014 Issue Print Digital Qualified July 32,016 8,016 40,032 August 32,076 8,024 40,100 September 32,533 7,626 40,159 October 32,804 7,370 40,174 November 32,832 7,350 40,182 December 33,132 7,341 40,473 Construction Business Owner / December 2014 2
3a. BUSINESS/OCCUPATION BREAKOUT OF QUALIFIED FOR ISSUE OF NOVEMBER 2014 This issue is -% or 6 copies below the average of the other 5 issues reported in Paragraph 2. TITLE/FUNCTION BUSINESS/INDUSTRY TOTAL QUALIFIED OF PERCENT TOTAL Print Digital Owner President (Note 1) Manager (Note 2) CFO/ Controller Purchasing Agent GENERAL CONTRACTOR, NON-RESIDENTIAL 18,951 47.2 16,451 2,500 8,271 7,324 2,568 203 244 341 GENERAL CONTRACTOR, RESIDENTIAL 6,162 15.3 4,704 1,458 3,860 1,385 728 42 82 65 SUBTOTAL GENERAL CONTRACTOR, NON-RESIDENTIAL & RESIDENTIAL 25,113 62.5 21,155 3,958 12,131 8,709 3,296 245 326 406 HIGHWAY/STREET 3,646 9.1 3,107 539 1,132 1,212 1,165 45 49 43 WATER/SEWER/UTILITY 2,365 5.9 2,038 327 858 929 452 33 52 41 HEAVY 1,361 3.4 1,099 262 522 463 288 19 23 46 SPECIAL TRADE 3,158 7.8 2,459 699 1,605 786 689 30 40 8 CONCRETE WORK 924 2.3 664 260 473 247 176 9 5 14 EXCAVATION WORK 787 2.0 614 173 474 213 76 5 5 14 WRECKING/DEMOLITION WORK 156 0.4 105 51 86 37 23 3 3 4 SUBTOTAL HIGHWAY & HEAVY 12,397 30.9 10,086 2,311 5,150 3,887 2,869 144 177 170 PLUMBING CONTRACTORS 1,694 4.2 1,047 647 829 455 278 51 17 64 OTHERS ALLIED TO THE FIELD 978 2.4 544 434 276 167 225 18 8 284 40,182 100.0 32,832 7,350 18,386 13,218 6,668 458 528 924 PERCENT 100.0 81.7 18.3 45.8 32.9 16.6 1.1 1.3 2.3 Note 1: Presidents include CEO Note 2: Manager includes Directors, General Managers and Vice Presidents Other Titled and Non-Titled Personnel ADDITIONAL DATA ANNUAL SALES VOLUME BUSINESS/INDUSTRY TOTAL QUALIFIED PERCENT Less than $500,000 $500,001 - $1,000,000 $1,000,001 - $2,500,000 $2,500,001 $5,000,000 - $10,000,000 $5,000,001 - $10,000,001 $20,000,000 - $20,000,001 $50,000,000 - More than $50,000,001 GENERAL CONTRACTOR, NON-RESIDENTIAL 18,951 47.2 141 172 2,598 1,821 6,305 4,071 2,216 1,625 2 GENERAL CONTRACTOR, RESIDENTIAL 6,162 15.3 187 290 2,300 1,067 1,048 510 146 614 - SUBTOTAL GENERAL CONTRACTOR, NON- RESIDENTIAL & RESIDENTIAL 25,113 62.5 328 462 4,898 2,888 7,353 4,581 2,362 2,239 2 HIGHWAY/STREET 3,646 9.1 22 16 650 373 544 960 625 455 1 WATER/SEWER/UTILITY 2,365 5.9 18 31 396 259 431 616 370 244 - HEAVY 1,361 3.4 13 26 232 179 220 194 280 217 - SPECIAL TRADE 3,158 7.8 7 13 1,100 607 602 348 181 300 - CONCRETE WORK 924 2.3 25 42 297 196 167 93 20 84 - EXCAVATION WORK 787 2.0 36 32 247 203 140 58 9 61 1 WRECKING/DEMOLITION WORK 156 0.4 6 7 45 34 36 16 7 5 - SUBTOTAL HIGHWAY AND HEAVY 12,397 30.9 127 167 2,967 1,851 2,140 2,285 1,492 1,366 2 PLUMBING CONTRACTORS 1,694 4.2 137 142 455 291 313 155 75 126 - OTHERS ALLIED TO THE FIELD 978 2.4 148 103 164 139 119 147 52 104 2 40,182 100.0 740 874 8,484 5,169 9,925 7,168 3,981 3,835 6 No Answer Construction Business Owner / December 2014 3
3b. QUALIFICATION SOURCE BREAKOUT OF QUALIFIED FOR ISSUE OF NOVEMBER 2014 Qualified Within QUALIFICATION SOURCE 1 Year 2 Years 3 Years Print Digital Qualified Percent I. Direct Request: 19,153 9,310-21,404 7,059 28,463 70.8 II. Request from recipient s company: 115 - - 115-115 0.3 III. Membership Benefit: - - - - - - - IV. Communication from recipient or recipient s company (other than request): - - - - - - - V. TOTAL Sources other than above (listed alphabetically): 11,604 - - 11,313 291 11,604 28.9 Association rosters and directories - - - - - - - Business directories - - - - - - - Manufacturer s, distributor s, and wholesaler s lists - - - - - - - *Other sources 11,604 - - 11,313 291 11,604 28.9 VI. Single Copy Sales: - - - - - - - 30,872 9,310-32,832 7,350 40,182 100.0 PERCENT 76.8 23.2-81.7 18.3 100.0 *See Additional Data 3c. MAILING ADDRESS BREAKOUT OF QUALIFIED FOR ISSUE OF NOVEMBER 2014 MAILING ADDRESS Print Digital Qualified Percent Individuals by name and title and/or function 32,832 7,350 40,182 100.0 Individuals by name only - - - - Titles or functions only - - - - Company names only - - - - Multi-Copy Same Addressee copies - - - - Single Copy Sales - - - - 32,832 7,350 40,182 100.0 AVERAGE ANNUAL AUDITED QUALIFIED AND CURRENT UNAUDITED STATEMENTS 6-Month Period Ended: Audited Data Audited Data Audited Data Audited Data Audited Data Circulation Claim January - June 2012 July December 2012 January - June 2013 July December 2013 January - June 2014 July December 2014* Audit Average Qualified 40,050 40,050 40,050 40,050 40,050 40,186 Qualified Non-Paid 40,050 40,050 40,050 40,050 40,050 40,148 Print 37,550 35,050 33,567 32,050 32,052 32,527 Digital 2,500 5,000 6,483 8,000 7,998 7,621 Qualified Paid - - - - - 38 Print - - - - - 38 Digital - - - - - - Post Expire Copies included in Qualified Circulation **NC **NC **NC **NC **NC **NC Average Annual Order Price **NC **NC **NC **NC **NC **NC *NOTE: July - December 2014 data is unaudited. With each successive period, new data will be added until six 6-month periods are displayed. **NC = None Claimed. Construction Business Owner / December 2014 4
GEOGRAPHICAL BREAKOUT OF QUALIFIED FOR ISSUE OF NOVEMBER 2014 State Print Digital Qualified Percent Maine 224 43 267 New Hampshire 176 44 220 Vermont 94 20 114 Massachusetts 698 164 862 Rhode Island 106 26 132 Connecticut 447 112 559 NEW ENGLAND 1,745 409 2,154 5.4 New York 1,577 364 1,941 New Jersey 820 198 1,018 Pennsylvania 1,426 341 1,767 MIDDLE ATLANTIC 3,823 903 4,726 11.8 Ohio 1,267 258 1,525 Indiana 680 140 820 Illinois 1,100 227 1,327 Michigan 1,041 189 1,230 Wisconsin 810 196 1,006 EAST NO. CENTRAL 4,898 1,010 5,908 14.7 Minnesota 741 179 920 Iowa 454 110 564 Missouri 621 146 767 North Dakota 162 25 187 South Dakota 164 31 195 Nebraska 280 48 328 Kansas 399 82 481 WEST NO. CENTRAL 2,821 621 3,442 8.6 Delaware 124 10 134 Maryland 717 134 851 Washington, DC 56 10 66 Virginia 978 199 1,177 West Virginia 149 21 170 North Carolina 1,156 264 1,420 South Carolina 543 134 677 Georgia 981 248 1,229 Florida 1,985 505 2,490 SOUTH ATLANTIC 6,689 1,525 8,214 20.4 *See Additional Data State Print Digital Qualified Percent Kentucky 452 90 542 Tennessee 715 117 832 Alabama 591 111 702 Mississippi 306 66 372 EAST SO. CENTRAL 2,064 384 2,448 6.1 Arkansas 281 64 345 Louisiana 514 105 619 Oklahoma 371 84 455 Texas 2,344 493 2,837 WEST SO. CENTRAL 3,510 746 4,256 10.6 Montana 146 37 183 Idaho 204 46 250 Wyoming 96 22 118 Colorado 628 140 768 New Mexico 222 39 261 Arizona 580 138 718 Utah 302 53 355 Nevada 259 53 312 MOUNTAIN 2,437 528 2,965 7.4 Alaska 106 16 122 Washington 657 116 773 Oregon 393 91 484 California 3,487 832 4,319 Hawaii 185 46 231 PACIFIC 4,828 1,101 5,929 14.7 UNITED STATES 32,815 7,227 40,042 99.7 U.S. Territories 15 10 25 Canada - 34 34 Mexico - 2 2 Other International - 77 77 APO/FPO 2-2 32,832 7,350 40,182 100.0 E-NEWSLETTER CHANNEL 2014 CBO Alert 2014 CBO Alert JULY OCTOBER July 3 24,967 October 2 28,182 July 10 24,920 October 9 28,084 July 17 24,892 October 16 27,999 July 24 24,757 October 23 27,998 July 31 24,719 October 30 27,969 AUGUST NOVEMBER August 7 28,697 November 6 27,891 August 14 28,684 November 13 26,976 August 21 28,535 November 20 27,766 August 28 28,554 DECEMBER SEPTEMBER December 4 27,688 September 4 28,476 December 11 27,681 September 11 28,360 December 18 26,837 September 18 28,273 AVERAGE: 27,379 September 25 28,194 CBO Alert E-Newsletter (24 issued in the period) Construction Business Owner / December 2014 5
WEBSITE CHANNEL WWW.BUSINESSOWNER.COM PAGE 2014 IMPRESSIONS USER SESSIONS UNIQUE BROWSERS UNIQUE BROWSER FREQUENCY PAGE DURATION USER SESSION DURATION July 48,185 28,578 24,072 1.19 02:18 01:35 August 45,523 26,476 18,029 1.47 02:21 01:42 September 42,780 24,318 16,557 1.47 02:17 01:45 October 47,454 26,548 18,469 1.44 02:11 01:44 November 44,889 24,808 17,189 1.44 02:18 01:52 December 39,312 22,393 14,611 1.53 02:19 01:46 AVERAGE: 44,690 25,520 18,154 1.42 02:17 01:44 July December 2014 data was provided by Google Analytics. All website activity is audited by BPA Worldwide. WEBSITE GLOSSARY Page Impressions: A Page Impression is recorded each time a page implanted with the JavaScript code (tag) is displayed in a browser window. This will occur whether the page is served directly from the web server, from a proxy, or from the browser s cache. User Sessions: A single continuous set of activity attributable to a cookied browser resulting in one or more pulled text and/or graphics downloads from a site. A period of 30 minutes of inactivity will terminate the session. Unique Browsers: An identified and unduplicated Cookied Browser that accesses Internet content or advertising during a measurement period. Unique Browser Frequency: Unique Browser Frequency represents the average number of times a Unique Browser visits a site during a reporting period. This is calculated by dividing the total number of User Sessions by the number of Unique Browsers. Page Duration: The average time spent viewing any page on a web site. User Session Duration: The average time visitors remain on a site per session. For info on how to obtain online ad campaign performance metrics across multiple sites, visit www.adicompli.com SOCIAL MEDIA CHANNEL Construction Business Owner Social Media Twitter followers Facebook likes LinkedIn group members http://twitter.com/cbomagazine http://www.facebook.com/constructionbusinessowner http://www.linkedin.com/groups?gid=175 3987&trk=myg_ugrp_ovr 2014 Beginning Balance 1,783 988 28,593 July 1,824 1,013 29,569 August 1,791 1,034 30,056 September 1,900 1,068 30,243 October 1,941 1,107 30,295 November 1,968 1,121 30,252 December 1,911 1,136 30,198 ADDITIONAL DATA METHOD OF DISTRIBUTION: All qualified circulation conforms to the field served and definition of recipient s qualification, as reported. Print copies are distributed via postal services or other carriers. Recipients of the digital version are notified via email when the version is available. STATEMENT OF CONTENT PLATFORM: Editorial Replica If a print edition exists, editorial and design are unchanged from the original print edition. Each issue s content and design are identical to the original edition. Apart from minor updates, the content cannot change once the issue is made available. PARAGRAPH 3b: Other sources include 2 sources of circulation for quantities of 3,046 copies or 7.6% or 8,558 copies or 21.3%, including InfoUSA from InfoRefinery. GEOGRAPHIC DISTRIBUTION: Geographic data for E-Newsletters, Website and Social Media are not reported at the media owner s option. PUBLISHER S AFFIDAVIT We hereby make oath and say that all data set forth in this statement are true. Lori Masaoay, Audience Development Manager Wally Evans, President (At least one of the above signatures must be that of an officer of the publishing company or its authorized representative.) IMPORTANT NOTE: This unaudited brand report has been checked against the previous audit report. It will be included in the annual audit made by BPA Worldwide. Date signed January 16, 2015 State Alabama County Birmingham Received by BPA Worldwide January 16, 2015 Type BJ ID Number C679B0D4 About BPA Worldwide: A not-for-profit organization since 1931, BPA Worldwide is governed by a tripartite board comprised of media owners, advertising agencies and advertisers. Headquartered in Shelton, Connecticut, USA, BPA has the largest membership of any media-auditing organization in the world, spanning more than 30 countries. Globally, BPA audits media properties including consumer magazines, newspapers, web sites, events, email newsletters, databases, wireless, social media and other advertiser-supported media as well as advertiser and agency members. Visit for the latest audit reports, membership information and publishing and advertising industry news. Recycled Paper Copyright 2014 BPA Worldwide. All rights reserved. Construction Business Owner / December 2014