Client: Magazine
Industry: Publishing
Challenge:
After seeing a down-turn in sales of magazine advertisement due to the perception that teens are not making purchasing decisions from what they see advertised in magazines, the client was seeking to quantify the correlation between magazine reading and shopping behaviors.
Methodology:
A Quantitative in-person study of 1,500 consumers in 15 markets across the U.S. was conducted over the period of one week. Females between the ages of 13-24 were intercepted in the malls and were asked attitude and behavioral questions.
Impact:
Insights generated by NRN helped to determine that the client’s magazine readers were more frequent shoppers at a majority of teen retailers than those who read competing magazines and those who do not read magazines at all. Also discovered were the top magazines in which the readers sought out a variety of shopping related topics including; fashion tips, new styles, new stores, and beauty products.
