Readership Profile Studies - B2B and B2C

Print - Digital- Web- E-Newsletter:

A Profile Study defines who the readers or website visitors are, by providing demographics as well as quantifying the extent of their buying power and influence. In addition, extensive feedback is provided on the level of interest and engagement with the publication, e-newsletter or website. These studies are perhaps the most widely used by publishers as they provide a comprehensive description of the audience and market advertisers are trying to reach.

 

Reader/Subscriber
Describes the reader/subscriber through quantitative data that can be projected to the total audience reached. Amongst data gathered are time spent with the publication, pass along as well degree of readership, interest and engagement with the content. For a B2B publication, emphasis is placed on involvement in the decision making and purchasing selection process, while for a B2C publication, lifestyle, degree of involvement in special interest and overall buying power are stressed.

Website User
Defines who the visitors are and their buying power. Types of data gathered are frequency of visits, time spent on the site, as well as interest and engagement with the content. For a B2B website, emphasis is placed on involvement in the decision making and purchasing selection process, while for a B2C site lifestyle, degree of involvement in special interest and overall buying power are stressed.

Total Audience
The objective is to define the total audience reach through all media platforms.This includes integrated media of print, digital, web, e-newsletter and in some instances event attendees/participants. Purpose is to identify a unified audience which presents a broader reach opportunity for the advertiser.

Comparative Readership or Preference Study
Provides an objective comparative measurement of the most-read publications or visited websites in the industry. Objective feedback is provided on usefulness of competing publications and websites. As a result, the publishers obtain a solid understanding of how their title fares vs. the competition.

 

The above studies are usually conducted electronically. In the case of print publications they could also be conducted by mail.

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