Keep'em Coming Back

A magazine publisher has a greater understanding of the audience for one of its signature specialty publications. Due to waning readership – and new developments in a similar coverage area – the publisher was contemplating a total rebrand of the publication, including change of subject matter and format. Would its loyal readers go along with the change? Would the rebrand help the publisher recover lapsed subscribers? Could it possibly attract a completely new readership in a growing demographic?

The Beta Approach

Beta Research conducted a series of focus groups around the country. Where possible, groups included current readers, non-readers and lapsed readers. They were asked to respond to comparisons of the publication's established platform and its new platform. We tested layout, editorial content, typography, photos and the proposed logo. We also had our focus groups compare both iterations of our client's publication with other magazines with a similar readership.

Results

Our study provided a detailed roadmap for our publisher client to extend the longevity – and the readership – of the magazine in question.

 

Industry: Media

Methodology: Focus group