(Online, Mail, Focus Groups) ...
(Please scroll down for each.)
- Studies That Support Advertising Sales Across All Media
- Editorial Audits To Protect And Grow Your Audience
- Studies That Result In Unique Editorial Content
A. RESEARCH IN SUPPORT OF ADVERTISING SALES
B. Research That Leads To Specific Editorial Content.
1. Market/Subscriber Profile Studies
2. Buying Power/Purchasing Activity Studies
- Measures a variety of factors to document a media brand's market position and accountability. Examines industry trends, the type of audience attracted, the need for the editorial product, exclusivity of readership, media preference, etc. (When conducted online, these studies often include case histories that perfectly complement the statistical results.)
3. Psychographic Profile Studies
- In-depth profiles of an audience's involvement with individual products, services or technologies; can provide projections of a medium's overall buying power; can also demonstrate buyer perceptions of the leading vendors in a market. (When conducted online, these studies often include case histories that perfectly complement the statistical results.)
4. Integrated Media Studies
- Often done to demonstrate reach of special types of readers ... opinion leaders, early adopters, highly active buyers, etc. ... used to document a competitive advantage and/or when syndicated readership scores are not in a medium's favor. (Can include case histories.)
5. Competitive Readership Studies
- Conducted to demonstrate why an audience is embracing a full range of print, online and face-to-face media; demonstrates the importance of branding and the power of the print as the branding medium; explains the roles of different, integrated media in the product adoption process; positions the media brand as enabling vendors to make contact through a full suite of media.
6. New Media Property Studies - The Prospective Audience
- Blind studies to determine which media are being accessed by a market; this type of study can be combined with other types.
7. New Media Property Studies - The Prospective Advertisers
- Studies of prospective readers/visitors/viewers ... market buying power, market trends, need for a medium, etc.... used both to document that the market and the medium's concept are viable (for internal purposes) and as ammunition for sales and marketing.
8. Surveys Of The Advertising Community (Vendors/Suppliers)
- Research conducted across prospective advertisers/sponsors ... advertising/media trends, market trends, need for a new medium, opinions of the proposed medium, etc. Used both to document that the market and medium are viable (for internal purposes) and as ammunition for sales and marketing.
9. Sponsored Media Followup Studies
- Measures the suppliers' target audience, sales trends, marketing objectives and approaches, media usage, opinions of specific media, and more. Used to set strategic direction for your media brand.
10. Studies Conducted For Advertising Clients - Awareness, Preference, Etc.
- Surveys the audience's reaction to print or online special reports, Webinars, virtual trade shows, etc. Demonstrates not only audience involvement, but the impact of the medium on the sponsor's company and product.
Go to Case Histories and Testimonials to see how research leads to increased sales.
- Conducted either as a value added service for advertisers or to open doors for your sales team. Can include market wide product usage, brand awareness, preference versus competitive products, market trends, and more.
B. EDITORIAL RESEARCH THAT PROTECTS AND GROWS YOUR AUDIENCE
1. Editorial Audit Studies - Print And E-Media
- Audience's informational challenges and needs.
- Designed to understand whether your current suite of media is on target and whether changes are required. Can help determine what types of content and media are desired within specific markets ... leading to a more accurate editorial/media mix, greater audience engagement, and increased audience loyalty. Areas of study can include:
- Opinions of the editorial missions of different media products.
- Primary reasons for engagement with print and/or e-media.
- Ratings of media properties on qualitative factors.
- Ratings of specific editorial sections/departments.
- Opinions of the medium's structure and level of writing.
- Reaction to the medium's visual presentation.
- Ease of reading, intuitiveness of sites, etc.
- Recommendations for product improvements.
- Level of engagement, today and in the future.
- Engagement with competitive media
- Desire for media alternatives ... podcasts, video, blogs, social networks, etc.
- Preferred methods of content delivery.
- Testing of new ideas for content/format
- Audience demographics
2. Research That Leads To Specific Editorial Content
Designed to create special issues or reports that help support the editorial mission and/or ad sales efforts. For example ...
- Career Surveys: Professionals' salaries, education, job satisfaction, likelihood of switching positions, attitudes about their organizations, etc.
- Investment Studies: Annual studies of the confidence an audience has in making investments of all types ... staffing, technology, infrastructure, etc.
- Studies Of Best Practices: Determines the best practices relating to specific areas of technology, business issues, funding, etc.
- Studies Of Market Trends: Measure current attitudes and activity for areas such as the adoption of "green" approaches, likelihood of adopting emerging technology, etc.