the client

Important italian publishing house operating in the furnishing magazine sector with a monthly magazine.

the need

To understand among the ex and less frequent purchasers the detailed reasons of giving up in this magazine purchase, and to outline the positioning perceived by the advertisers.

details

Positioning analysis of a magazine among the readers and advertisers target and check of giving up reasons in the purchase.

We adopted a qualitative approach consisted of a large number of extended projective focus groups with the readers (in four locations) and of in-depth interviews with the advertisers. The two consulted targets were splited in three categories: current, ex/less frequent, potential. 

This methodology allowed to check the magazine positioning, to identify the critical elements and the satisfaction and optimization areas among the different targets, in order to define the main reasons of magazine sales contraction.