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1. Spot trends while they're still opportunities (or before they become disasters):
- Readership -- growing or sliding?
- Ad exposure -- enough eyes or too few?
- Reader satisfaction -- up or down?
- Future editorial topics -- hot or cold?
2. Gain subscriber feedback on whether you're accomplishing your editorial mission:
- Does the contents continue to fulfill a real need in the market?
- Are the graphics in tune with the audience? Do they pull readers through the book?
3. Uncover the strengths and weaknesses of specific editorial departments and features:
- Which ones are gaining momentum?
- Which ones need to be retooled or replaced?
4. Generate information that fuels your ad sales efforts:
- Combat syndicated readership scores.
- Demonstrate strengths in areas not measured elsewhere.
5. Offer a value added service to advertisers:
- Use custom research questions as an incentive for investing in your publication.
  
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