Do you have an MRI study? Do you use industry research from MPA, CRMA, or another source? A common mistake publishers make is not knowing which information to share and which to keep to themselves. Just because you have data does not mean you have to share it. Just because the data is presented to you in a certain form does not mean you want to share it that way. Here's what I mean...
Example 1 - Too much data
Let's say you have results for the market value of your home in these ten categories:
Under $50,000; $50,000 - $74,999; $75,000 - $99,999; $100,000 - $149,999;
$150,000 - $199,999; $200,000 - $249,999; $250,000 - $299,999; $300,000 - $349,999; $350,000 - $399,999; $400,000 - $449,999; $450,000 - $499,999; $500,000 or more
Many publishers would be tempted to list the amounts in all the categories. You'd be better off grouping them in ways that make sense to you. So, if your audience represents the average US population, you can reduce the number of categories to something like this:
Less than $150,000; $150,000 - $249,999; More than $250,000.
Change the categories to represent your needs. You will make it easier for your reps to explain how your magazine fulfills your prospects' needs.
Example 2 - Data doesn't present you well
You have two choices here.
1) Don't show the information that doesn't help you... not even to your reps! Reps get excited when they know they real data is coming, and then their balloon is deflated and they get discouraged if the information doesn't help them. Don't help deflate their enthusiasm. That's just not smart.
2) Similarly to Example 1, present the information to your advantage. So if your primary prospect is seeking 30-44 year olds, and there are too more people reading your publication who are older or younger than you want, don't show those numbers. Only show the percentage of people in the category you wish to present.
These are two simple examples. What you need to know is that because information is presented to you in a certain way, that does not mean you have to present the information in the same way to your customers.
Take the best of what you have to make your story. If I can help you figure out how to position yourself and use the information you have, please contact me.
Here's to stress-free ad sales,
Jenae Rubin
Jenae@MagazineAdvertisingSales.com
www.MagazineAdvertisingSales.com
