STOCKHOLM, SWEDEN--(Marketwire - Nov. 30, 2012) - As magazine sales continue to decline in this challenging economic environment, it is essential that publishers have a thorough understanding of their readers' needs and interests in order to remain competitive. By undertaking regular, real-time analysis of their audience, publishing houses can develop a precise picture of what appeals to readers, advises Cint, a provider of technology for undertaking consumer research.
Magazine sales in the US fell by 10% in the first half of 2012*. While this can be is primarily attributed to increased consumption of media online and a reduction in disposable income, this should act as a warning to publishers; they need to work harder to retain readers. It is important that publishers have an accurate and up to date depiction of their audience in order to effectively target editorial, reader offers, and crucially, provide a relevant media pack to potential advertisers, which provide a key revenue stream.
Using DIY market intelligence software, such as Cint Engage, allows publishers to build an online community of readers and reach out to them with surveys. Furthermore, publishing houses that recruit market research panel members for the purpose of gaining market insight can also acquire additional income. When brands and individuals from around the world deploy their questions to people within the panel, both the panel owner and respondent receive a thank you payment; therefore, this financial benefit is not only an added incentive for publishers to create a research community, but also for their magazine readers to participate in.
Bo Mattsson, chief executive of Cint, comments: "The publishing world is fiercely competitive, particularly in the consumer lifestyle arena. Many readers will switch allegiance regularly, so it is essential that editors and publishers really understand what people in their target audience want. With Cint Engage, publishers can recruit readers through their website, publication or subscription database and undertake their own research. The insight gained can be used in a number of ways, such as to increase brand interaction and to compile timely media kits with which to create compelling motivations for advertisers."
"In addition, Cint Engage also offers a new stream of revenue for publishers. When their survey panel is opened up for brands and individuals to ask members consumer research questions, a 'thank you' fee is paid to the panel owner and respondent."
For further information on Cint's pioneering market research software, please visit www.cint.com.
*Audit bureau of circulations