Frequent Research Deserves Management Priority
Without regularly published research, any claim to editorial superiority lacks merit. Of course, it helps if you have an in-house research department to help further your cause. But even without this edge, you still can publish a stream of high-value statistical content. Any B2B publisher seeking to build a reputation as an authoritative source invests heavily in its own capabilities as well as in partnerships with major research companies. The benefit for readers is up to hundreds of thousands of dollars of free statistical material.
As noted in the original source for this article, Get Serious About Editorial Management, there are at least 27 questions worth your attention if you are seeking a stronger editorial research reputation. This installment covers the first 14, which may be helpful to ask if you are developing or revising your existing research program. The next installment of this article will present the remaining 13 questions, which concern creating and promoting your original data.
- What original research can you run in print or online?
- What are your opportunities for secondary research? What regular resources exist?
- If you compile your own secondary data, can you publish it in the form of a “last editorial page” column?
- How will you extract the most data from each completed study?
- What pros and cons apply when publishing brand-preference data? Can you offer tailored presentations during executive sessions conducted for current advertisers or prospects? (Note: Even the smallest publisher can create a presentation that will be in demand.)
- How can you increase the use of infographics in your publications? For print media, aim to have statistical infographics on at least 20 percent of total print issue pages. Also, if your content currently lacks statistical flavor, introduce a regular numbers-oriented column.
- Will you always publicize survey results through an aggressive e-mail PR program?
- How long will it take to create at least one dynamite original study that becomes a highly respected annual event?
- How often do you run mini-polls on your website?
- Can you conduct a survey from your booth at a major convention?
- Can you partner with an industry association on a joint study?
- Can you make deals with respected research organizations, exchanging data for PR exposure?
- Do you regularly gather reader preference data via A-B-C studies? (A = high interest; B = modest interest; C = no interest.)
- What opportunities do you have to present survey results at an important national or regional convention?
Check back soon for an explanation of the next 13 questions. And in the meantime, consider purchasing a copy of Get Serious About Editorial Management, the source of this article. Bonus: For a limited time, you can buy Get Serious About Editorial Management in e-book or paperback format for less than $5.00.