Research Solutions

Many publishers are experiencing declines in the use of Reader Service Cards (RSC) by readers for the purpose of retrieving information from advertisers. Studies undertaken by Mendon Associates Inc. on behalf of trade magazine publishers indicates that there are a number of reasons for this, not the least of which is the Internet.

Our numbers show that as many as half of the readers that would have used RSC to ask for information are now going directly to the web-site of the advertiser, thus by-passing the magazine. This means that magazine advertising is not correctly being credited for generating the lead for the advertiser. The result, more money spent on the advertiser's web-site and less on magazine advertising.

To combat this trend, today's publisher needs to provide proof positive that it's the magazine that is, at least in part, driving the readers to the advertiser's site. Readership surveys must then include questions geared to obtaining this information.

The level of Internet usage by readers of various magazines will vary based on the nature or profile of the audience being served. Knowing the audience and market trends then becomes important in order to ensure that publications stay relevant to both readers and advertisers.

This all starts by knowing who your readers are and what they want from your publication. Next you need to know what are the best avenues to deliver the information required to both readers and advertisers alike.

Gone are the days of the publication as an island of information to readers. Internet usage demands a changing and evolving approach to providing readers with information. Whether a publisher views his magazine as THE industry information source, or as a road map to quickly growing access to on-line information, will depend on both the sophistication of the audience being reached, and their reasons for reading a specific magazine.

If you don't know your readers, then how can you know where you fit in? The only way to get this knowledge is through research. What type of research will depend upon your budget and needs.

Information is the new key commodity, the cornerstone of marketing power. Nowhere is this more true than in the specialized vertical magazine and newsletter publishing business, where the product is essentially packaged market information.

Yet how statistically solid is your own information about the industries that you serve? Periodicals try to pick up on the latest trends and report about the movers and shakers in a given field, but rarely are readers provided with a comprehensive view of the whole market.

One way to accomplish this is an annual "top companies" list. Fortune does it with its 500 largest corporations. Other publications, likewise have their top 100 or 1000. But can this be done in a single industry? The answer is "yes" if you plan it right.

Start small and build your base of information. Consult industry contacts about what is desired to be known, and what is realistic to collect, as not everyone will be forthcoming with core business information. One final hint -- keep a file for updated information. Firms or individuals reluctant to participate in the process initially will almost certainly be ready to climb on board once the results are published. No one wants to be left off the industry's most authoritative list.

So you've followed every other publisher and set up your Web-Site, but you're not sure why. Certainly it's not for the hundreds of thousands in advertising dollars you plan to make, because that revenue for the average magazine isn't there -- yet.

Presenting editorial is only one side of the potential for a Web-Site. Consider also collecting information to exploit the interactive potential of the internet. Start with a small monthly questionnaire form on your site with the Questions of the Month on it. Offer a low cost incentive as a prize-draw to those who fill in your questionnaire.

Use the automatic bounce-back capabilities of your e-mail package to thank respondents. Next, compile the data and feature the results in a future magazine issue. Before considering this option, however, make sure that your audience has the right demographics for Web-Site use -- although, that research should have been done before you invested in putting your magazine on-line.

Interactive doesn't mean you have to spend a lot. The tools on your computer can be harnessed to provide automated responses if configured correctly.

Take 100 or more readers who circle a specific advertiser's number in a recent issue. Ask why they circled that number. Ask if the advertiser followed-up. Ask if they purchased the product or service from that advertiser or another supplier.

Do one or more follow-ups each month then average out the responses after a year to prove the worth of your leads system. Or, show that your advertisers should be doing more to close sales.

Call or e-mail us to see how this solution might work for you.

Looking for honest and fast opinions on your editorial content or design? Consider staying in touch with your readers through electronic editorial panels.

The first step is to solicit participation in your panel through a letter to a random selection of your readers. Find out if they have e-mail addresses and if they would be willing to participate in an editorial panel once a month.

You'll need at least 50 or more readers to make the panel work and ensure that bias is minimized. Next you'll need an e-mail merge package, such as those offered with contact managers like Maximizer. Or you can contact us about setting up a custom MA eBlaster Solution.

Every month you will then prepare a simple e-mail merge letter to your readers and ask them to answer the questions, then hit the reply button. Send out the e-mail about two weeks after your issue mails and wait for the automatic responses.