Media & Marketing Research

Article

In-Magazine Reader Surveys

(April 15, 2001) In-magazine reader surveys have their good points (they are relatively easy to assemble and inexpensive to conduct) and their bad points (they often are done by people who don't use proven research techniques). Care must be taken with the construction of in-magazine surveys to make them successful, says Marcella Nelson, President, Bedford Research, now working for numerous small-budget magazines. Nelson, who has prior research experience at Forbes and Entrepreneur, shares the following tips to make your next survey dynamic and useful:

1. Employ the standards. "The most common error that we see are survey questions that do not correlate to standard research definitions, such as standard age and income breaks," she says. "Quite frankly, if the media buyer cannot compare your demos with other magazines/syndicated research, then they will not add your title to the schedule."

2. Give recipients a reason to respond. A short letter from management, a prize drawing or other incentive can help.

3. Make it easy for people to respond. Response rates will improve dramatically with use of a Fax return number, self-addressed reply mailer, postage-paid return, or the option to fill out the survey on your Web site.

4. Keep it short.

5. 5. Keep it simple.

6. Keep it interesting: Do not begin with standard demo questions. Place the meat of the survey first.

7. Keep it anonymous: People are less likely to respond if they have to identify themselves. The name and address portion should be optional-for instance, where there is an incentive offer.

8. Keep it visible: Use color, graphics, and/or different quality/texture of paper to showcase your questionnaire.
   
   Since respondents basically select themselves, be aware that these surveys are not statistically representative of your entire readership, Nelson adds. However, in-magazine research can be used successfully to obtain immediate feedback on editorial, and to spot demographic trends or issues that can be explored further through other (controlled) survey methods.

Contact Marcella Nelson at research@bedfordgrp.com.

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