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.
