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1. Discover how your market is changing:
- Turn change into opportunities for your publication.
- Realign your market position to reflect where your customers are headed.
2. Document the buying power of your audience:
- Past, current and future expenditures.
- Growth within selected product categories.
- Why your readers are embracing certain types of products.
3. Promote the psychographic characteristics of your readers:
- Active participation in social or business events.
- Early adoption of technologies and products.
- Opinion leadership ... influencing the purchasing habits of others.
4. Demonstrate your publication's exclusive positions:
- Exclusive receipt versus competitors.
- Exclusive readership versus competitors.
- Exclusive impressions about your publication ... authoritativeness, quality,
practicality, etc.
5. Take the offensive against competitive positions:
- Generate independent data that disputes competitive claims.
- Or document new strategies you'll be using against competitive books in the future.
  
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