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Print Media Research > Reader Panel Service |
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The Reader Panel is a target reader survey system of print media built by ePanel. The system can collect readers’ feedback with the multiple characteristics of authenticity, automation, quickness, low cost. Reader Panel is conducted online, and is composed of target readers and the ePanel Online Survey System © (OSS). The target readers provide detailed and reliable background information. The OSS can conduct sampling, dispense questionnaires and collect and process data automatically. The overseas TV and print media has made widespread use of this system in recent years.
Reader Panel is very important for print media. It can more easily collect reader’s feedback (such as readers’ needs, expectations, attitudes, consumption habits, reading motivation, satisfaction, reading habits, etc.) than traditional surveys. The Reader Panel can help print media to raise reading rates and loyalty, build the media’s brand, create new commercial patterns, and gather exclusive news resources. On the other hand, the Reader Panel can also improve resource management of readers, gather information from readers in each link, such as reader group discussion, news materials collection, page value evaluation, more.
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| Successful oversea cases of readers panel |
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| Case 1 Reader Panel of America Today |
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America Today is affiliated with the largest newspaper group in the United States, the Gannett Group. Its reader panel has more than 20 years of history. America Today also set up various sub-panels in connection with different departments, such as the Small Business Reader Panel with 2,000 enterprise members which focus on collecting news materials and digging news topics.
Collecting news materials: In order to learn about the influence of 9.11 on enterprise, America Today sent questions to the 150 panelists of the Small Business Reader Panel and got feedback from 50 of them mere minutes later. With this quick feedback, the journalist was able to finish the report smoothly.
Digging news topics: Jim Hopkins, journalist of America Today, wanted to write a report about business ownership. He sent questions to the panelist of the Small Business Reader Panel, and finished his report very quickly based on the answers of the readers. |
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| Case 2 Reader Panel of Metro City Paper |
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Metro City Paper is the largest and fastest-growing international newspaper, which has 59 editions in 86 major cities in 19 countries. Since its foundation in 1995, its advertisement revenue has increased 47% each year. In 2002, Metro City Paper cooperated with BMRB on its overseas market development and established a reader panel. After benefiting from its first panel, Metro City Paper invested 700 thousand Euros into its Metro Life Panel and recruited 15 thousand panelists in 2006. Metro City Paper has applied its reader panel in following areas:
Advertising and marketing: Making use of its Life Panel, which provides detailed information of its readers to advertisers and advertising agencies, such as reader lifestyle, purchasing habits, ad contact habits, etc. Metro also offers a Quick Advertisement Effect Survey which can provide data on ad awareness and acceptance within 72 hours.
Evaluate newspaper quality: Get periodic feedback from panelists about Metro’s layout and content.
Acquire news materials: Interact with panelists and release the result on latest editions.
Distribution strategies and effect study: Learn about reader demands regarding promotion and the response of readers to distribution; monitor the effect of distribution marketing. |
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| Case 3 Reader Panel of American Weekend |
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American Weekend is a magazine affiliated with Gannett whose advertisement revenue reached 416 million in 2004. It established its National Reader Panel with more than 13 thousand members. This panel is used to discover readers’ interests so as to improve editorial quality, and to study the effect of ads on readers so as to offer better services to ad clients. Reader panel studies have shown that 84% readers respond to ads in magazines.
Studying Readers’ responses to magazine ad through panel has been an important advertising and marketing tool for American Weekend. Its publisher Chuck Gabrielson declared, “With the help of national reader panel, we can get insight into how readers learn about and consume our advertisers’ products and services, and then bring a great reward for our advertisement clients." |
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