The value of researching your readership

The rewards of research can be great. This case history details how Vogue magazine fully exploited the advantages afforded it by RSGB's survey 'Defining the Vogue Reader'

Richard Marks

This paper describes a major survey conducted by RSGB for Cond Nast in the summer of 1995, 'Defining the Vogue Reader' (Exhibit 1). Its aim is to illustrate how a well thought-out and creatively interpreted project can have a positive effect on the commissioning company, by enhancing market understanding and the image of the company, as well as generating publicity and, most importantly, directly increasing profitability.

To the outside observer the findings of the survey itself will be of less interest than the overall effectiveness of the survey. Therefore this paper will concentrate on following the stages of the survey from inception to completion and beyond.

IN THE BEGINNING