Case Study 9 – New Magazine Launch

Client’s Objective:

• A leading magazine publisher sought to identify and address a new market for a unique publication

Our Impact:

• M&ES worked with this company through every step of the development process, resulting in the publication of an enormously successful women’s service magazine

Research Solutions:

• Concept testing: Evaluated alternative magazine concepts to determine the one most likely to succeed
• Prototype evaluation: Evaluated an early prototype of the magazine, identifying design, content and navigation concerns, while confirming the overall appeal of the book
• Early issue exploration: Refined the magazine’s focus and design, identified compelling covers and coverlines and explored readers’ initial relationships with the magazine
• Lapsed subscriber analysis: Determined the key issues that drive a subscriber to not renew their subscription

End Result:

• The magazine currently boasts a circulation of nearly 2 million and a readership of over 5 million, and has received numerous accolades, including: Advertising Age’s Magazine of the Year; the #1 position on Adweek’s “Hot List” two years in a row; and four National Magazine Award nominations
• Since the magazine’s successful inception, the client has commissioned M&ES to conduct research on this and other established titles, and has worked with M&ES to test and develop additional magazine products