HOW RESEARCH CAN HELP YOU SELL MORE ADVERTISING
An Experts Guide To Finding The Real Value In Your Publication
MANY PUBLISHERS ARE being asked by their advertisers for proof of the quality of their audience or the strength they have in their market. Others are losing ad space to competitors who may be using research. To stay competitive, they too need research in order to sell. These publishers are learning something that others have known for years: good publication research really works and it pays dividends many times its cost.
Why It Works
Research works for publications in several ways to help it become more profitable, and the combined results can be very dramatic: Surveys substantiate your publication’s claims. They offer proof of its strengths by showing exactly who your readers are, what
they do, and how important your publication really is to them. It is easier for your salespeople to make appointments with potential
advertisers and their agencies because they have something to show and discuss. Callbacks are also made easier because a survey gives your salespeople a reason to hold another meeting. Frequently, the people that publications call on for advertising sales
purposes are not the final decision makers. These people, who are frequently advertising managers or media buyers, need specific
data to back up their recommendations. A good survey is one of the best ways to get them to select your publication. When readers are studied regularly with good research, publishers have a better idea of what they want or don’t want to read. This knowledge
allows you to improve your editorial package, which can aid readership and circulation. A stronger publication helps make your ad
space more saleable.
What Surveys Can Show
A good publication survey can bring out an enormous amount of information about your readers, your publication, and your market. The right information is invaluable for both ad sales and editorial quality. A few of the things you can find out include: •
Readership of your publication and duplication with other magazines • Editorial interests and preferences • Information about the
reader’s business • Products and services your readers use, either personally or for their companies • Purchasing authority your
readers have both at home and work • Buying intentions and brand preferences for products • Demographic characteristics of
your readers
