audience-editorial audit

The Editorial Audit

An Editorial Audit gives you data on what your audience wants to read, at what frequency, and via what channels/mediums. This understanding is key to building and maintaining a successful reader base.

Why conduct an Editorial Audit?

By using a survey to collect responses from a representative sample of your readers, you’ll avoid making important decisions based on the opinions of a few outliers whose opinions may not reflect the opinions of the majority of your audience.

How is it conducted?

Editorial Audits can be conducted by mail, email/online, or a combination of both. Studies generally take two to three months, depending on the data collection method.

Your involvement is only necessary during the initial phases of the project: working with us to determine the objectives, approving the questionnaire, and providing mail/email lists. After that, you can focus on your other responsibilities while we conduct your study.

How is the price of an Audit determined?

Because each Audit is customized to meet your needs, there is a considerable price variation between studies. The key variables that impact price include the method for data collection (mail, email/online, or a combination), the number of people surveyed, the response rate, and the size/scope of the questionnaire. Proposals are provided on a case-by-case basis.

What about lapsed­ subscribers?

Projects can expand to include lapsed subscribers and those who have never received the publication. This is done by using a modified version of the questionnaire. Usually, the goal is to determine why subscriptions have lapsed and to make sure that any changes made to increase retention won’t be done at the expense of current subscribers.

Editorial Audits used to consist of simply sending surveys to recipients of a print magazine. Now they have expanded into projects which include both print and digital editions of a publication, web-based versions of the publication, and e-newsletters.

Usually, the data for the different publication types are in separate files which need to be looked through to avoid duplication. Often some of the records are not complete nor are they 100% accurate (missing contact information). As a result, these projects are always customized to meet your needs. Let Readex determine the appropriate sampling plan and questions to support your research goals.

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