Getting to Know Your Readers Via Third-Party Research

Jennifer Armor

Advertisers have many media options to choose from when it comes to spending their advertising dollars. Smart advertisers will only buy ads in publications that most effectively reach their target markets. With increased pressure for ROI, media buyers are looking for more than just circulation numbers. Providing expanded metrics can overcome objections and allow you to sell more advertising.

There are three basic elements to successfully sell advertising: know your publication, know your readers and know your position in the market.

You already know your publication and market. However, independent, third-party research is an excellent way to get to know your readers thoroughly. It allows you to use qualitative and quantitative research to portray your readers as a group of consumers, rather than individual readers.

Data isn't information. Be sure to tell a story with numbers by connecting research to an advertiser's needs.

1. Research the characteristics and demographics of the prospective advertiser's customers
2. Compare your readers to their customer basis
3. Develop an effective presentation using research findings to document that your readers are your prospect's customers, and the competition's value proposition is not nearly as effective

As a rule of thumb, survey your readers every two years. A survey will reveal changes in your readership and help you respond to changes in your market. In addition to sales, research can help editorial and design know if they are on target or need to adjust their focus. What are the most read features? Can readers find the information they are looking for quickly and easily?

You can use new research as a door opener and a reason for a meeting with prospective advertisers. Used in combination with an audit report, research provides the facts you need to back up your circulation numbers—reader demographics, readers per copy, spending habits, competing media, etc. In a 2007 survey of media planners, Verified found that 96.9 percent rated target audience (demographics) as important to very important when creating a media plan.

Jennifer Armor
Jennifer Armor is the Audit Manager for Verified Audit Circulation. Prior to joining Verified Audit, she was circulation director for Diabetes Health magazine. For additional information about circulation auditing and Verified Audit Circulation please contact: jarmor@verifiedaudit.com or visit www.verifiedaudit.com for additional information about how to read audit reports, glossary of terms and other marketing information. You may also sign up to receive our monthly newsletter VIEWPOINT that addresses current issues and trends in marketing, advertising and publishing.