During the transformation of Science News from a 16 page weekly to a 36-page bi-weekly publication, the advertising sales department recognized the need to gather a profile of readers that made advertising in the publication irresistible.
By conducting a mail survey, Science News was able to document readers’ purchasing influence and activity in categories of interest, as well as prove the effectiveness of Science News in reaching important readers.
The survey yielded an impressive response rate of 58%, which helps reduce non-response bias but also illustrates the readers’ passion for the subject. As with every survey, the results aren’t valuable until the sponsor uses them. Science News dedicated a full-page in its media kit to describe the typical reader, prove the passion of the subscribers, and describe their purchasing habits.
The resulting profile confirms that Science News delivers a subscriber base that advertisers cannot afford to miss, and serves as interesting talking points during advertising sales calls.