This paper describes the methodology, development and typical applications of a large-scale subscriber survey undertaken by CondÃ© Nast Publications for the purpose of developing a unique marketing partnership among the CondÃ© Nast magazines, their subscribers and their advertisers to enhance circulation management and support the advertising sales process. After describing the methodology and data collection, the paper presents 2 case studies which highlight the use of the subscriber research data.
Symposium: 1999: Florence, Session 7 - Print: Exploiting the Competitive Advantage
Authors: Osius, Isobel, Richard, Adam, Shullman, Robert
Organisations: Condé Nast Publications, The Willard Shullman Group
Topics: Editorial Research, Targetting / Segmentation