NEWS: PPA to put pounds 40,000 behind NOP survey into business titles

The Periodical Publishers Association is gearing up for its biggest business magazine survey in nearly a decade with the launch this week of a pilot study.

The Periodical Publishers Association is gearing up for its biggest

business magazine survey in nearly a decade with the launch this week of

a pilot study.



The PPA has appointed National Opinion Polls to carry out a pounds

40,000 research project into how professionals read and use business

publications.



The PPA hopes the findings will give agencies and advertisers a better

understanding of how these publications are used. It also plans to use

the results to underpin its own upcoming generic activity.



The NOP survey will target 1,000 key decision-makers across a range of

20 professions. The questionnaire will ask people what publications they

read and how often. It will discover what sort of information business

people require and from what sources they obtain it.



The pilot questionnaire comes out this week. Peter Dear, deputy chief

executive of the PPA, said: ‘This is the largest study we have done on

the business press for nearly ten years. The early results will give us

an idea of whether there are difficulties with the sampling or

questionnaire. We can then do the necessary tinkering.’



The results of the main survey are expected to be published in the

spring.



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