Media Resources Can Make Great Research Partners

Media properties have found that the information they collect about their readers can be a tremendous value to their advertisers. But you have to know when and where to ask.

In the never-ending quest to improve profit margins and steal budget from competitors, media properties – especially trade media – have found new opportunities in the areas of market research and customer knowledge. They’re often in a prime position to gather input, opinions and other critical data from customers. That data, when combined with insights provided by reporters, editors, staff researchers and others, can be turned into useful information advertisers can use to make their messages more relevant, identify new market opportunities and (ideally, in the eyes of the media) justify increased expenditures with the media property to secure a larger share of the market.

There are sources of data available to a media property that may be of some value – and some, if not all of it, is available for purchase. Subscriber and/or reader information is very helpful in determining the qualitative nature of the audience who picks up the magazine. Editors and publishers often use this data (as well as information received from interviews and reader service cards) to determine editorial features and other elements of the annual calendar they assemble each year.

Marketers can use similar data to fine tune the offering they intend to present to the public. When it comes to developing creative and sales messages, information on the buying tendencies of the market receiving a certain publication can help determine both the creative angle. The same data may also prove helpful in determining possible sales promotion opportunities.

There is a difference between subscriber data and reader data, however. Marketers – especially clients – need to understand the difference. If a publication provides subscriber data, the general rule of thumb is that the subscriber data is verifiable (because subscribers pay to receive the magazine, it is assumed the information they provide at the time of subscription is correct). This data is collected (to a small degree) at the time of enrollment in the subscription and to a much greater degree through opt-in surveys (which indicate an interest in the subject matter and a willingness to participate openly and honestly).

Reader data, however, is typically gathered off “free” subscription efforts, reader service cards and a host of other methods. Because the person filling out the card is not paying for the publication, there seems to be less concern over the verifiable quality of the data received. For example, if someone wants to receive a free technology publication, they’ll be more inclined to claim a greater responsibility for technology specification and purchases than if they were paying for a subscription.

Some broadcast medias conduct in-depth market studies (using any one of a number of companies that specialize in this kind of research). These general surveys serve three, main purposes: 1) they provide interesting insights into Top-Of-Mind Awareness for a variety of local brands and in a selection of local business areas; 2) they generally reinforce the idea that television is the strongest media to build TOMA; and 3) they generally solidify the media’s claim that a long-term ad buy on their station is the best way to buy television. Even considering the self-serving nature of the research, there is still some value in reviewing the results of the survey from a market awareness standpoint.

Finally, most media properties can provide some kind of statistical information on the utilization of their web site and, more importantly, the measurement of your ad presence on their web site. To be honest, if you’re talking to a media representative who claims his employer can’t do that – stop talking. There’s no excuse for the absence of web analytics anymore.

As with the broadcast example above, almost all of this research (usually provided for free by the media property) is intended to convince you of the value they bring to your marketing program. If you can get involved with the media property before they conduct their study, however, there is a chance you can create a very worthwhile research partnership.

One last piece of advice about unsolicited research – specifically ratings and rankings. Almost every media entity can present their magazine, newspaper, broadcast station or web site as #1 in their market (usually given a very tight set of conditions). Don’t be fooled. While this information is somewhat useful (if you know what to look for), you’re far better off getting the assistance of an advertising agency or media buying firm to evaluate the audience numbers and ratings, if that’s a big concern for you.

Realize, also, that media reps can be a source of research for you as well. Many representatives from local and regional media participate in tip clubs, community activities and special promotions involving their employer that can generate tidbits of information of value to you. Get to know your local reps and learn what they do and how they get their leads, then see if there’s a way you can work that connection. Reps are used to it and will probably do the same with you.

Welcome to the world of marketing.

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