RESEARCH SCENARIO
Virtually every publication has its own reader profile. Obviously, this information is valuable for selling the quality of the reader audience to potential advertisers. However, it’s the advertisers who generate the revenue for the magazine. Therefore, it’s critical that the publication has marketing intelligence about the viewpoints and requirements of key advertisers. This information can be very helpful in keeping advertisers happy and/or identifying any problems early and resolving them. Shown below are some suggested topics for the research study.
SUGGESTED RESEARCH TOPICS
- Marketing goals
- Communication media used to reach customers
- Importance of specific criteria in decision to buy ad space
- Familiarity with industry publications
- Weaknesses/strengths of industry publications
- Reasons for stopping advertising, if stopped, and what would get them to advertise again
- Rating competitive publications on various characteristics
DATA COLLECTION METHODOLOGY
- Telephone interviews with key advertisers and prospects
WAYMAN GROUP, INC. DELIVERABLES
- Questionnaire design
- Telephone interviews
- Project management
- Data analysis/tabulation
- Summary research report
- Recap sheets of interviews – highlights of key testimonials or verbatim provided by respondents, except for cases where respondent requests confidentiality (provides marketing intelligence for new or follow-up sales calls)
TIMETABLE
One month