Magazine Case Study #2

The More You Know. The Stronger Your Brand. The More You’ll Sell .

Predictive Insight

Over a period of 18 months, three waves of syndicated advertiser research (AIR) tracked a new magazine from its launch to its eventual closure. The rise and fall of five key measures told the story…

Tracking Research Observations

Pre-Launch/Wave 6: The magazine’s pre-sales and marketing efforts were creating anticipation and interest among advertisers. Next six-month advertiser consideration and buying intentions were above industry average. As were the perceptions of the magazine’s audience reach and composition.

Mid-Launch/Wave 7: Propelled by pre-launch demand creation and the release of an optimistic audience prototype that supported a large initial rate base, the magazine’s popularity among print media decision makers was growing, especially among agencies. Next six-month advertiser consideration and buying intentions were up. Perceptions of the audience were exceptional. Initial advertiser satisfaction was high. The new magazine was off to a successful start.

Post Launch/Wave 8: Next six-month consideration and buying intentions had fallen dramatically. Positive perceptions of audience and ad results had plummeted. Satisfaction among marketers and their agencies had shifted to below industry average. Behind the scenes… the initial audit of the magazine’s audience fell far short of the mark set by its prototype. The economy was in recession and ad spending had significantly decreased across all media.

Result: AIR research revealed dramatic declines in advertiser perceptions and predicted the same for advertiser consideration and buying intentions. AIR predicted it all months in advance of the market’s realization of the magazine’s plight and eventual closure.