Publishing Market Research & Analytics
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More than most industries, publishing is impacted by the unique and challenging forces of the Internet. As consumers increase their use of the web, publishers face declining readership and advertising revenue. These forces require publishers to maximize the effectiveness of their publications, maximize traditional revenue and add new sources of revenue.

Appian Analytics can help publishers increase success with research and analytic supporting services.

• Increase ad sales success by demonstrating value with objective survey data
• Reader survey to maximize content
• Add new revenue with client product surveys
• Increase media kit success with interactive dashboard

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Increase Success of Advertisment Sales

An ongoing or even one time reader survey will increase advertising revenue by objectively identifying products of interest to readers. This important information can be used to show the specific and quantifiable value of advertising in your publication.

With a reader survey you can show the performance of products and product categories based on the level of reader interest in articles that are written about them. For example, if a particular product is discussed in an article, and that article receives positive reviews, you will be able to objectively show that readers are interested in that product. What’s more you will be able to show detailed information about how the consumer might shop for the product and the actual percent of your readers with specific interest in the product.
This information is very valuable to advertisers who will translate the results into the objective value of advertising with your publication. With this information, your ad sales team will be able to approach new clients and break into new accounts with objective data that shows the potential from advertising in your publication.

Maximize Editorial Content Value

An ongoing reader survey will increase not only the success of advertising sales but also the value of your publication. With the reader survey, a wealth of information is obtained that drives editorial content. You will identify what subjects are of interest to readers, how the interest changes over time, how the interest various among reader demographics, and much more.

An objective and clear understanding of the subject interests, product interests, behaviors, and attitudes of your readers is an indispensable tool. By aligning the editorial calendar to what your readers want, you will increase the success of your publication, maintain and increase subscription rates, increase advertising revenue, and maximize success.

Finally, the reader survey provides excellent feedback on writers and editors. An ongoing reader survey will keep you abreast of the writers and editors with the most successful articles. With this information you can help drive the success of your entire staff.

Add New Revenue By Selling Custom Research

Appian Analytics can help you uncover a latent revenue source to your publication by adding market research services to your revenue model. By leveraging a publisher’s unique opportunities with their subscriber base, publishers can unlock untapped revenue.

By developing a “permission based” market research service, you can add a valuable profit center. Each publication has a unique audience with important demographics, attitudes, behaviors, and product interests. Advertisers and others are greatly interested in the ability to survey your subscribers.

Research Analysis Opportunities:
• Brand Awareness
• Brand Loyalty
• Advertising Awareness
• Pre and Post Advertising Effectiveness
• Advertising Effect on Purchase Intent
• Concept Testing
• Market Share and Size
• Product Differentiation
• Trial/Usage/Penetration

Appian Analytics can help you add this important revenue source by facilitating the market research services at your publication.

Specialized market research facilitation services:

• Panel and sample management – We will facilitate the panel management aspects of your market research efforts by managing important data about your subscribers including demographic and psychographic information, random sample selection, sample segmentation, rewards and incentives, sample selection minimize error, and sample selection to minimize “fatigue”.

• Questionnaire development – We will work with you and your advertiser as much or as little as you require to develop an effective survey instrument.

• Online Survey Programming – Quickly and cost effectively deploy your survey to the Internet, manage invitations, and field customer support inquiries.

• Reporting - Appian Analytics provides exceptional reporting capability and can provide clear, succinct, and powerfully illustrated results in graphical presentation format. Also, Appian Analytics capabilities in interactive dashboard reporting will be sure to set your services apart from others.

Increasing Advertising Sales Effectiveness with an Interactive Media Kit
Put your best foot forward with a clear and powerfully illustrated review of your readership. An interactive, PowerPoint or web-based dashboard that provides the critical information about your publication will help increase advertising revenue. A formally managed media kit will help ensure the most recent information is used throughout your organization and in advertising sales efforts.

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