Media serve multiple audiences; readers and advertisers are the two cornerstones.
For much of their history, newspapers and magazines relied on advertisers for revenues, charging minimal subscription fees to draw readers who were then sold to advertisers.
Times have not changed all that much. Selzer & Company has conducted research for dozens of media companies, with projects that helped launch some products and helped kill others. In the end, it is about delivering intelligence–information of value readers cannot get anywhere else.
The trick is figuring out how readers define that and how media companies can deliver it. Selzer & Company has been thinking about that for, well, decades.
Media executives routinely comment they had no idea how much they could learn from a survey, a set of focus groups, or interviews with advertisers after digesting Selzer & Company findings.