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Things are always changing at Readex. We're constantly on the lookout for new ideas that can help you overcome your challenges using survey solutions. Visit us often to see what's next.

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Survey Says Professionals Not Replacing Print with Digital

When professionals were asked which media they use regularly in their work, 77% reported regular use of search engines. Print editions of magazines and e-newsletters related to their industry and profession came in second at 74% each. Web sites of professional publishers, associations, or others informing the industry came in at a distant third at 55%. Social media brought up the rear, with 30% indicating they used it regularly. These findings are from Media Usage Studies conducted by Readex Research over the past year.

The survey also asked about regular usage of these following media: digital editions of print magazines (54%), webinars, podcasts or videos (49%), conferences/trade shows/industry related events (43%), and web sites of suppliers/vendors (36%).

Steve Blom, Director of Sales and Marketing at Readex Research, helps explain the purpose of the surveys, "With so many advertisers feeling that they have to ’place their bets’ with certain media offerings, it became clear to us that helping publishers illustrate how the market uses media would help in their sales efforts." He mentioned another benefit, "The results help publishers prove to advertisers—whose own ideas regarding usage may be terribly wrong—that professionals haven’t replaced one media form with another."

Of the nine forms of media listed, 55% indicated they used five or more, and only 5% indicated they used only one. Blom adds, "These results maintain that marketers need to gain exposure over a variety of media, and that focusing on a single medium neglects a portion of the market."

Results are based on responses from 2,095 professionals that participated in Media Usage Studies conducted by Readex Research between September 2010 and May 2011.

Increase Revenue! Sell More Ad Bundles.

Cross-platform ad bundles contribute to higher ad revenue.

Marketers need to understand the value they get from putting their dollars in bundles of online ads, print ads, and live events.

How will you prove the value of cross-platform ad campaigns in 2011?

One way is through a Media Usage survey that provides you with the data you need to enrich your sales presentation. Marketers are sure to notice your value.

Results from Media Usage surveys conducted this spring show that:

no single platform offers total exposure to a market
a majority of respondents use print publications
different platforms prompt different purchasing actions
respondent opinion of an advertiser varies by ad platform

Learn more about how you can sell more ads in 2011...

Mailed Census Gets 72% Response Rate Shows Mail Surveys Work

While people’s perception of mail surveys may be that they’re slow and not as fashionable as online methods, mail surveys still work. In fact, Dr. Groves, the director of the U.S. Census Bureau notes in his blog, The Director’s Blog, regarding the census "we have learned that the best – and certainly most cost-effective – information we obtain comes from questionnaires mailed back by households."

The mail component of the census achieved an astounding response rate of 72 percent, reducing the need for the labor-intensive step of door-to-door follow-ups. As a result, the US Census Bureau gave back 22 percent of its 2010 Census budget, $1.6 billion, as a result of the efficiency of the mailed census forms.

It’s true that a response rate this high is unlikely to come from surveys conducted by the private sector, yet mail surveys can be ideal when higher response rates are crucial to survey success.

The census employed several techniques that contributed to the impressive response rate:

The form was sent to where respondents receive their mail.
Follow-up forms were sent to non-responders.
The census form reassured citizens that the information shared via the census would only be used to generate statistics and would never be used to identify individuals.
With only 10 questions, the census form was short and to the point.
A trusted group or figure encouraged response from certain groups.

Your survey effort won’t include counting 300 million people; however, any survey can benefit from increased response rates by making similar design considerations.

Statistics to Believe, Statistics to Dismiss

It has been said that statistics can be used to prove almost anything, so blindly accepting every statistical claim can backfire. Yet, for some people it’s stressful just thinking about trying to figure out what’s above board and what’s suspect. Here’s a simple way to judge whether a statistic means something...or nothing.

Download the article.

Embracing Survey Excellence, Readex Joins CASRO

Since the founding of Readex Research in 1947 we have held ourselves to the highest research ethics and standards. This year we increase our commitment to research done the right way by becoming a member of CASRO (Council of American Survey Research Organizations).

By doing so, Readex renews its pledge to help clients understand the implications of research decisions and strive to derive the best information possible from each survey.

"As a CASRO member, Readex Research subscribes to the Code of Standards and Ethics for Survey Research established by the Council of American Survey Research Organizations."

Top Tips for Evaluating Survey Research Proposals

apples-to-apples comparison Although essential to a successful survey, evaluating the details of proposals can seem overwhelming, even to a well-versed researcher. Adding to the stress is the fact that a proposal from one firm can differ widely from that of another.

"Apples-to-apples" comparisons illustrate the impact differences have on your survey. But how can you peel back the rind to get the most out of your assessment?

Download the article and get your top tips for evaluating survey research proposals.

Boost Ad Sales by Proving Product Purchase Intent

The new Purchasing Plans Market Study from Readex Research documents the planned expenditures of your audience by product category.

With the results from this online study, you'll be able to prove to customers and prospects that you deliver an audience ready to spend money on their products or services -- particularly important in this economy.

Illustrate the purchasing power and intent of your audience is the first step to strengthening your sales story and increasing sales. Find out more...

A Fresh Idea for Adding Value to the Media Purchase

The newly released Brand Buzz study is an inexpensive way for publishers and media companies to give their clients an idea of how they're perceived in the marketplace.

Readex designed the Brand Buzz study with three objectives in mind: First, to give publishers and media companies the chance to offer participating customers market intelligence they may not get anywhere else; Second, to provide managers of those brands with the information they need to step back, reflect, ponder, and discuss what the market is saying; and third, to give sales reps a compelling reason to meet with customers.

The Brand Buzz Study is most valuable when conducted on behalf of a variety of markets a number of times throughout the year so that advertisers can see how their messages are changing the perspective in the market. Find out more...

ABM releases Updated Data about Advertising During Economic Uncertainty

American Business Media's presentation "The Importance and Value of B2B Advertising During Times of Economic Uncertainty" has been released with updated data that reinforces that companies who advertise and remain visible during tough economic times will come out ahead when things turn around.

Download your copy of the presentation at the ABM Website.

Readex Updates Standard Ad Readership Reports

Readex has updated the report design for its Standard Ad Readership Studies. Making it easier to present the data was the driving force behind the updates.

Full-color throughout, graphed results, and images of ads infuse modern twists with the time-tested process of ad readership studies. The use of color adds visual interest to each page, making it easier to process the information. In addition, graphed results give users an immediate snapshot of overall performance and enables them to identify high and low scoring ads at a glance. Images of the high scoring ads help tell the story behind the numbers, making it easier to interpret results.

While each of these elements adds impact and facilitates the presentation of results, the goal of helping publications use these studies to sell more ads while building advertiser loyalty hasn’t changed.

“Establishing context is probably the most important step in getting the most out of an ad readership study, and the new report format makes it simple by walking the presenter and advertiser through the process of evaluating results,” according to Steve Blom, Director of Sales & Marketing at Readex.

By delivering electronic and printed reports with each standard study, Readex makes it easy for publishers to distribute reports by email, and acknowledges the valuable impression sales reps leave when presenting a bound, professional-looking report.

Readex Introduces Online Ad Measurement Study

Readex Research announced the addition of an Online Ad Measurement Study to its lineup of Ad Readership offerings to help explain the why behind the click reports often provided to online advertisers.

Respondents look at the ad and review it on some of the key effectiveness measures of online ads. By looking at their results in comparison with the results of other online ads, an advertiser will begin to understand what techniques work, and don’t work with respondents.

Advertisers also get an idea of which element of their ad prompts the most action. Again, by looking at the big picture, advertisers will begin to understand how their ad can drive more action.

Finally, respondents provide a comment on how they would improve the ad. Weave these comments with the scores and your advertiser now has a great idea of how they can improve future online ad placements.

Advertisers need unique reader feedback regarding their online ads either to guide them towards success or to reinforce that they’re headed in the right direction.