The development and use of the conde nast preferred subscriber network

This paper describes the methodology, development and typical applications of a large-scale subscriber survey undertaken by Condé Nast Publications for the purpose of developing a unique marketing partnership among the Condé 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.

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