Magazines & Publishing

There are many substantial differences between magazine market and that of consumer goods, even if the first one depends on the latter. Success of a magazine depends not only on consumers (readers) but also on advertisers. Therefore, we need to take into account both groups.

Inquiry proposes a proprietary methodology Launch↑Mewhich is designed to introduce new titles into the market. It encompasses:

• qualitative research - at the early stage of magazine design; as the result of qualitative research we provide recommendations regarding final product design and layout of the magazine, its positioning and ways of communication
• quantitative test of (dummy) issue; the quantitative stage enables us to estimate the new title in detail in its competitive environment
• magazine's advertising potential

The Launch↑Me methodology can be used for existing magazines in the case when essential changes are needed (re-launch).

Another issue is related to trade and professional press, which is addressed to other groups of readers. In Poland, there are no standard measures of readership and maybe even there is no need for one; it is much more important to reach the right target audience than to invest in mass distribution. Inquiry proposes studies which help to define the role of trade press in decision making by professionals - doctors, IT specialists financial directors, dog breeders and many others.

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