Market Research is an Ideal Revenue Option for Struggling Publishers, Says Cint
LONDON, Jan. 25, 2013 /PRNewswire/ -- Print and online publishers under financial pressure would be wise to look towards market research in order to generate additional income, advises Cint, a global panel management and market insight software provider.
It has been widely reported that a number of publishers around the world are witnessing a continued drop in advertising revenues. For example, pan-European media group Mecom has recently announced a 17 percent year-on-year decline in the final quarter of 2012 while Postmedia Network Canada Corp. saw its print advertising proceeds fall by $16 million. Such dramatic reductions are leading to the potential sale or closure of some publishing houses and present a warning to other troubled businesses, which could immediately benefit from more creative approaches to the generation of income.
Other figures recently revealed add further context to the landscape; the digital ad revenues of magazines Wired and The Atlantic have reached new highs when reviewed in the context of 2012 total ad sales, 45 and 59 percent respectively. While these amounts are encouraging to the publishing industry as a whole, which still predominantly relies on print commerce, increases in digital incomes are not matching losses.
Consumer research platforms have traditionally been utilized by publishers to poll readers in order to better understand what content readers desire. However, by owning a panel and allowing market researchers, brands and nonprofit organizations to poll the community for the purposes of their own studies, an additional revenue stream can also be generated.
Bo Mattsson , CEO of Cint, commented: "With market research software, such as Cint Engage, each completed survey by a panel member results in the publisher, as well as the individual, earning a thank you payment. Furthermore, once a panel is created, magazines, newspapers and bloggers can quickly obtain opinions for inclusion within stories or regarding content preferences, in a matter of hours if required. Readers can be recruited for a panel very easily, often directly through the print or online publication and its existing databases, meaning struggling publishers can start to take advantage of this additional revenue option almost immediately."
For more information about Cint's range of DIY market research tools, please visit www.cint.com.
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