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GSA regularly conducts traditional print and online advertising campaigns and other outreach initiatives to reach its target markets and audiences and encourage them to purchase the products and services they need through GSA. Contractors should take advantage of FAS's research to identify potential media channels to reach their customers. Most media outlets targeted to government have not changed dramatically in recent years. However, GSA regularly evaluates advertising mediums for new offerings, changes in editorial direction or changes in the audience demographics. Industry research is used to evaluate all advertising mediums. Some of the specific criteria that GSA uses to evaluate each medium are included below.
The following listing comprises print and online media outlets in which GSA traditionally advertises: Horizontal Media Government Executive is a biweekly magazine that serves senior executives, managers and high-ranking military officials in the federal government. Qualified recipients are GS-12 and above (or equivalent), agency leadership, business and operations management, technology management, financial management, human resources management, general/corporate management, sales/business development marketing management, program management, project/technical management, financial/contract management and other qualified personnel. Total qualified circulation for the magazine is more than 77,000. Its online property, GovermentExecutive.com, reflects the same focus as its print counterpart, providing greater detail, with approximately 400,000 monthly unique visitors and 2 million page views per month. Contract Management is an association (National Contract Management Association) monthly magazine written for contract management, acquisition and procurement professional in both government and industry. Members/subscribers are government contractors, contract managers, contracting officers, VPs of contracts, acquisition/procurement officers, directors, contract administrators, project managers, procurement/acquisition chiefs, general counsels, negotiators, contract specialist, presidents/executives, purchasing agents, pricing/cost analysts and procurement specialists. Membership/circulation is over 21,000. Its online property, ncmahg.org, offers relevant news stories for the government contracting community. Federal Times is published weekly to address the needs of senior federal executives, with 90% of readership at civilian agencies. Qualified recipients are senators, representative and legislative staff, senior executives and command SES and or equivalent, senior management, mid-management, mid-level grades and other functions including others allied to the field. Total qualified circulation for the magazine is more than 40,000. Its online property, federaltimes.com, reflects the same focus as its print counterpart, providing greater detail. Government Computer News is published twice a month, reporting on news, contract wins and product analysis for the federal, state, county and municipal government IT community. Its web site reflects the same focus as its print counterpart, providing greater detail. Qualified recipients are personnel in executive, command and agency management; executive and senior IT/IS management; program and project management; administrative, operations and logistics management; IT, systems and network management; data communications and telecommunications management; software applications development and programming management; technical, R&D, engineering and scientific management; purchasing, procurement and acquisition management; personnel training and education and other functions not listed above. Total qualified circulation for the magazine is more than 90,000. Its online property, gcn.com, reflects the same focus as its print counterpart, providing greater detail, with approximately 118,000 monthly unique visitors and 80,000 daily e-mail newsletter subscribers. Governing Magazine provides news, insights and analysis on management, policy and politics to help guide and inspire leaders across state and local government. Its audience includes governors, mayors, legislators, local council members, program directors, agency heads, CIOs, policy advisors and other senior governmental officials. Total qualified circulation for the magazine is more than 83,000. Its online property, governing.com, reflects the same focus as its print counterpart, providing greater detail, with approximately 77,000 monthly unique visitors and 152,000 monthly e-mail newsletter subscribers. Washington Post Digital is an award-winning news and information destination for Washington Post journalism. It provides reporting and multimedia content that reaches more than 104 million adults during an average month. Defense News is published weekly to cover defense activity, contract wins and military news worldwide. About 30% - 40% of current circulation goes to the defense community, another 30% - 40% goes to defense contractors and the remaining copies go to members of Congress and other branches of government. Qualified recipients are legislators, government officials, military officers, program managers, scientists, engineers, corporate executives, financial analysts and others allied to the field. Total qualified circulation for the magazine is approximately 36,000. Its online property, defensenews.com, reflects the same focus as its print counterpart, providing greater detail, with approximately 118,000 monthly unique visitors and 80,000 daily e-mail newsletter subscribers. Vertical Media Military.com is the single largest military community website, with channels citing news for each branch of service, benefits, pay grade information, medical facilities, education opportunities, etc. Military.com produces one of the highest return rates when we evaluate click-through rates for GSA. It has approximately 10 million members and over 7 million monthly unique visitors. Over 35% of service members are Military.com members and the site is growing at a rate of over 1 million new members annually. Military Times , described as a "hometown weekly", includes the Army Times, Navy Times, Air Force Times and Marine Corps Times. Editorial addresses the needs of the entire military community, including information for enlisted men (political and government news, pay grade and promotion updates, etc.) and spouses (information on housing, employment opportunities, insurance and other benefits, etc.). Military Times is a paid newspaper distributed to military bases throughout the country. Because of its paid status, subscription is almost exclusively at the officer level. Federal Computer Week Magazine is published twice a month, providing an analysis of the government IT marketplace, product information and best practices. It is viewed as a business magazine for government IT managers. Its website reflects the same focus as its print counterpart; however, it provides far greater detail. The website has performed well for GSA when we evaluate click-through rates. Total circulation for the magazine is approximately 90,000. Its online property, fcw.com, reflects the same focus as its print counterpart, providing greater detail, with approximately 142,000 unique monthly visitors and 80,000 daily e-mail newsletter subscribers. Military Engineer is the publication of the Society of American Military Engineers (SAME), and is distributed to their membership. SAME's mission is to promote and facilitate engineering support for national security by developing and enhancing relationships and competencies among uniformed services, public and private sector engineers, and related professionals. The editorial content of the publication covers government and industry news, military news, environment and energy news, and technology news. Government Technology is written for the full spectrum of decision makers and key influencers making decisions on IT procurement and deployment in state and local government. They have a total qualified circulation of 78,000+. According to Harvey Study research, 98% of their audience is involved in the purchase, recommendation or selection of IT for an entire enterprise/division, department and/or team. Their content in print and online, covers everything from technology development, to legislation, to contract awards. Emergency Management's mission is to provide leadership insight and strategic expertise to support the emergency management "community of interest" with their mission-critical roles involved in joint operations and planning. Editorial content covers topics such as federal standards, policies and funding, resource management, interoperability solutions, data sharing, training and simulation and effective communication strategies for constituents, the media and partner organizations. Emergency Management does not have a BPA Statement, but claims a circulation of 40,000. Of this, the majority works in federal, state and local government. |