Selzer & Company, Inc.

Case Studies

SELZER & COMPANY, INC.
308 Fifth Street
West Des Moines, Iowa 50265-4632
Phone: 515.271.5700
Selzer & Company, Inc.Selzer & Company, Inc. Case Studies - Magazines

CAN A MAGAZINE'S BRAND BE A REVENUE STREAM?

THE WISDOM:

Magazines don't always think of their name as a brand, per se, but, the name can indeed be a strong selling tool for women's magazines and offer a new revenue stream.

HOW WE GOT THERE:

Magazines often enjoy an intimate relationship with readers. They are a welcome sight in the mailbox, and women often report reserving "special time" to savor the photographs and stories. To what extent can that relationship be leveraged? We've worked with several magazines who wanted to understand their brand image-both with their readers and with the general public. We've conducted focus groups and surveys with subscribers to test their interest in products that dovetail with the magazine (such as books, and information products) and products that capitalize on the image, but are far afield from the magazine-such as bed and bath linens, garden supplies, or clothing lines.

ACTION STEPS:

Our research has revealed opportunities to use a magazine brand on a variety of products to generate new revenue. And, just as important, we've also showed where a magazine might make a mistake in branding certain products and damage its image with its core audience.

Selzer & Company, Inc.
Case Studies Services Clients Media Appearances Articles Wacky Surveys Contact Us Home