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Marketing Research Articles Related to the Newspaper and Magazines Industry

Marketing Research Articles Related to the Newspaper and Magazines Industry

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Company's recognition up 64% following advertising campaign

Published
February 1988
Author
Quirk's Staff
Abstract
Effective advertising can make a huge difference in terms of brand recognition. Two direct mail surveys found that advertisements in Aviation Week & Space Technology increased brand recognition among subscribers by 64%.

Marketers track, understand teens with syndicated studies

Published
August 1987
Author
Quirk's Staff
Abstract
Marketing to teenagers can be difficult, but Teenage Research Unlimited uses self-administered questionnaires with follow-up mailings to monitor the teen market. It may be a volatile market, but companies like MTV and Seventeen Magazine have found that up-to-date information on teens can be very helpful.

McGraw-Hill shows it's the place to get market information

Published
February 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
McGraw-Hill, publishers of Electrical Construction & Maintenance magazine and Electrical Wholesaling magazine know the value of market research. Using a variety of techniques, including mailed questionnaires and telephone surveys, the company gathers information for the editorial and advertising sections of the McGraw-Hill magazines.

Reader survey helps new magazine keep up with changes in the recording industry

Published
May 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
To identify audience interest and needs for EQ, a music recording publication, researchers mailed a survey to potential readers. The study inventoried advertisements in industry publications to estimate the potential market share and it employed informal interviews with industry contacts to ascertain the market potential. The researchers also tested potential titles by asking regional and national distributors to respond to dummy magazine covers.

Reports assess effectiveness of business publication advertising

Published
March 1990
Author
Quirk's Staff
Abstract
Cahners Research surveyed recipients of Cahners Advertising Research Reports (CARR) to analyze the effectiveness of business publication advertising. It analyzed the data to determine how various advertising strategies affected the “Remember Seeing” scores. Such strategies included using various sized ads or cover placement, using inserts, offering coupons and including or excluding price.

Research instrumental in creating system for measuring reader feelings about B2B publications

Published
April 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
Cahners Publications and Simmons Market Research Bureau developed Affinity Index, a method of measuring the intensity of the relationship readers have with the publications that serve their respective industries. By quantifying reader feelings, the Affinity Index lets publications go a step beyond the usual methods of explaining their readership to advertisers: circulation numbers and/or demographics. To determine a magazine's Affinity Index, questionnaires are mailed to a sampling of its readers.

Research propels Midwest Living to a fast start

Published
June 1987
Author
Tom Quirk, QMRR Publisher
Abstract
Marketing research reveals important demographic information for Midwestern publisher.

Research shows medical publication 'listens'

Published
June 1987
Author
Quirk's Staff
Abstract
Medical Economics, a magazine published by Medical Economics Co. Inc., Oradell, N.J., isn't just interested in reporting on medical topics. The magazine also conducts extensive research to find out what matters to the medical community.

Research shows niche in older adult market for "Grandparents" magazine

Published
March 1988
Author
Quirk's Staff
Abstract
Better Homes & Gardens Grandparents, the latest addition to Meredith Corp.'s special interest magazines, was started when research revealed a market for a magazine designed for people 50 or older. Valley Forge Information Service identified the market niche with QUEST, the firm's national telephone omnibus survey.

Research tools provide Time, Inc. timely research results

Published
August 1987
Author
Quirk's Staff
Abstract
Time, Inc. has found that timely market research is necessary to stay on top of the highly competitive publishing industry. Senior analyst Bill Protash employs a variety of software tools to analyze and present surveys in an effective and timely manner.