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Marketing Research Articles Related to the Publishing Industry

Marketing Research Articles Related to the Publishing Industry

Showing items 1-20 of 25.

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General Mills marketing research decides cookbook cover

Published
October 1986
Author
Tom Quirk, QMRR Publisher
Abstract
"Betty Crocker's Cookbook" has sold over 22 million copies, but as the flagship of their publishing line, General Mills Marketing experts needed to figure out a cover that could keep the book selling strong. A variety of techniques were used to figure out what book cover would sell best.

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.

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.

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 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.

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.

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%.

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.

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.

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.

Fax-based surveys give PC World magazine flexibility and quick turnaround at a low cost

Published
February 1994
Author
Joseph Rydholm, Quirk's Editor
Abstract
PC World magazine uses fax-based surveys, with the help of the program Teleform, as a fast and economical research method.

Measuring pass-along readership

Published
March 2002
Authors
Chris Van Derveer and Ron Bass
Abstract
One of the major challenges facing magazine publishers is determining how many people actually read their magazines. This article discusses pass-along research, a market research technique for determining total readership. The article includes a step-by-step description of the optimum procedures to employ to produce valid results and a discussion of validity.

Trade Talk: Two books offer wealth of basic information

Published
May 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
This article provides reviews of two books: The Insider's Guide to Demographic Know-How and Polls and Surveys: Understanding What They Tell Us.

Trade Talk: Magazine purrs along nicely

Published
April 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
A well-known character can be a valuable asset to a company. Star Kist’s 9 Lives cat food has such an asset with Morris the Cat. This article discusses the expansion of Morris into The Morris Report, a quarterly magazine with several departments, including an advice column written by a veterinarian, and cat tales sent in by readers.

Trade Talk: Reader survey shows strong relationship

Published
January 2009
Author
Joseph Rydholm, Quirk's Editor
Abstract
Quirk's editor Joe Rydholm offers some highlights from a recent reader survey and outlines some new editorial features that will be added in response to reader input.

How to submit patient or physician attitudinal survey data to medical journals

Published
March 2011
Authors
Laura F. Quinn and Jan S. Redfern
Abstract
The authors provide guidance for submitting patient, health care provider or general-public survey data to peer-reviewed medical journals. Scientific merit, objectivity and transparency are key.

Conducting consumer research on the iPad

Published
March 2011
Authors
Rachel Swanson and Scott McDonald
Abstract
Researchers at Condé Nast draw from a study of four magazines to offer a five-point checklist for conducting research with and about iPad users.

Tom Quirk explains the origins of Quirk’s Marketing Research Review

Published
October 2011
Author
Tom Quirk, QMRR Publisher
Abstract
Quirk’s founder and publisher emeritus Tom Quirk tells the story of how his early careers in publishing and marketing research led to the creation of the magazine that bears his name.

Trade Talk: A new look for the next stage

Published
November 2011
Author
Joseph Rydholm, Quirk's Editor
Abstract
Quirk's Editor Joseph Rydholm walks readers through the magazine's latest updates.

Trade Talk: Research aids children's magazine

Published
May 1987
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
How Magic Window used research to improve its marketing toward children.