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| The key to selling advertising is having compelling data about who your readers and/or website visitors are and what they do and what they buy. The key to creating a successful magazine is knowing what your readers want to read about and what they like and dislike about your magazine and/or its website, including how often they visit it. The key to a successful publishing business is understanding your market and the audience you intend to serve. At Walker Communications we conduct custom online and direct mail advertising, editorial and circulation related surveys, arrange for focus group research, provide syndicated research analyses, create MRI and MMR prototypes and undertake and gather 3rd party market data. |
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Our custom research services start with a situation analysis in which we determine what print and/or website research is needed, the best survey methodology to accomplish the research goals, the universe to be surveyed, the sample to be measured and the related field work costs. Once this is determined the next step in the process is the development of a questionnaire that will provide the necessary data to support your advertising sales effort and/or the information required to tailor your editorial content to the interests and needs of your readers and/or website visitors; or, in the case of circulation research, your consumer marketing efforts.
Online surveys are conducted in-house using our own software package, usually, but not always, via an email blast to your subscribers or others for whom email addresses are available or via a link on your website. Direct mail and focus group research is sub-contracted to outside suppliers who work under our supervision. When the survey is closed a detailed tabulated report with appropriate subset banner points, nets, medians and means is provided along with an executive summary with our comments, observations and highlights of the key survey findings.
The last step in the process is the important and necessary follow-up with your sales, marketing and promotion staff to insure proper use of the research data and integration of survey results into your overall positioning and sales materials. |
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| At Walker Communications, we work closely with publishers to set up reader and/or website visitor panels that can be accessed on an on-going basis via an email blast for editorial-content research, advertising research, added value research, circulation research and cover testing, and other ad hoc studies that require a quick response from readers and/or website visitors who have agreed to panel membership and who have indicated a willingness to respond to frequent surveys. |
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