Network

Quantify the influence of magazine audiences

Network quantifies the word-of-mouth media multiplier effect; the influence magazine readers have on the attitudes, perceptions and purchasing decisions of others. It provides a measure of advocacy that can be tracked over time and provides publishers with valuable metrics to support and enhance compelling advertising sales strategies.

Network quantifies the value of magazine readers in taking messages forward from the media vehicle angle, as opposed to the message content. It comprises two research components:

• a benchmark study among a nationally representative sample of 2,000 adults in Great Britain
• an identical survey run in-issue.

This allows for direct comparisons between magazine readers and a similar demographic target within the general population at the data analysis stage.

The incidence of advocates and influencers within the magazine reader groups can be compared with the relevant demographic targets within the benchmark; those targets that would be used in media planning. Further analysis can focus on how and where these important groups exert their influence.

Network offers a number of metrics relating to advocacy and influence that enable you to understand the role of particular magazine audiences (compared to the general population) in their propensity to recommend, implicitly and explicitly, certain product categories within their social network. It quantifies:

• the propensity of readers to recommend and influence others in the relevant product categories compared to matched samples within the population as a whole
• the additional reach these readers represent through their recommendations and influence
• the success of readers in translating recommendation to action within their social networks
• the magazine audience as a source of influencers.