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Dennis Publishing

Dennis Publishing. Research Department. Primary sources Reader surveys Editorial surveys Ad hoc surveys Online surveys Qualitative research Focus groups Newsstand research. Secondary sources NRS TGI NMR Mintel Lexus Nexis. How we know so much. We are a nosey bunch!.

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Dennis Publishing

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  1. Dennis Publishing Research Department

  2. Primary sources Reader surveys Editorial surveys Ad hoc surveys Online surveys Qualitative research Focus groups Newsstand research Secondary sources NRS TGI NMR Mintel Lexus Nexis How we know so much We are a nosey bunch!

  3. Reader surveys • Generally conducted annually for each title • Editorial and ad support • On page, loose inserts or online • Marketed via solus emails • Incentivised

  4. Developed in house • On-line survey tool • http://www.demographix.com/surveys/TWHI-SO67/PDNE4BZ7/ • http://www.demographix.com/surveys/TWHI-SO67/H8DJW6Q8/

  5. Qualitative Research • Work with external agencies to conduct qual research • Focus groups • New product development / launches • Newsstand research

  6. NRS – National Readership Survey • Published quarterly • Readership figures (AIR) • Demographics of the reader • Auto Express, evo, Maxim, Men’s Fitness, Viz, Bizarre

  7. 779,000 Maxim readers • Typically he is 29 years old • 59% are social grade ABC1 • The majority are single (55%) • 74% are in full time employment earning an average £16,670 (national average is £13,335) Source NRS Oct 04 – Sep 05

  8. TGI – Target Group Index • Lifestyle survey, brands, purchasing survey • Auto Express, Maxim, Viz & Bizarre • Lifestyle statements • Premier TGI – AB market

  9. TGI: an example • Auto Express readers spend an average £12 on socks in the last 12 months • 35% own an electric saw • Head & Shoulders is the most popular shampoo (28%) • 52% have been to a classical concerts in the last 6 months • 76% have donated at least £5 to charity in the last 12 months Source: TGI Oct 04 – Sept 05

  10. TGI lifestyle statements – understanding the Bizarre reader I Like Taking Risks I Like Innovative Cars The Point Of Drinking Is To Get Drunk Credit/Card Buys Normally Unaffordable Items Like To Stand Out In A Crowd Cannabis Should Be Legalised I Don't Have Time To prepare & Cook Food A Real Man Can Down Several Pints Of Beer At A Sitting

  11. And finally… • NMR – Neilsen Media Research • Mintel – consumer report • Lexis Nexis – News search

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