A/V Script

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Video
Mar­ket­Beat is a PC appli­ca­tion that allows adver­tis­ers to ana­lyze, in depth, results of pur­chas­ing intent surveys. Show Mar­ket­Beat Logo.
Pur­chas­ing intent sur­veys are included on many of the Cah­n­ers reader ser­vice cards. A pur­chas­ing intent sur­vey allows the pub­lisher to poll read­ers about their upcom­ing buy­ing pat­terns. The pub­lisher can learn what prod­ucts read­ers are plan­ning on buy­ing, how much they’re plan­ning to spend, and when they expect to make their purchases. Show reader ser­vice card, then dis­solve to close-up shot of pur­chas­ing intent sur­vey on same reader ser­vice card.
As reader ser­vice cards are received, the answers to the sur­vey ques­tions are stored in the reader ser­vice data­base. Each sur­vey answer is linked to the name, address, and demo­graphic infor­ma­tion of the reader who responded to the survey. Show coder inputting sur­vey infor­ma­tion into database.
About 90 days after the sur­vey is pub­lished, the accu­mu­lated data are for­mat­ted for the Mar­ket­Beat pro­gram, then copied to diskettes to be sent to adver­tis­ers. The adver­tis­ers can then load the data into the Mar­ket­Beat pro­gram that was pre­vi­ously installed on their computers. Show adver­tiser insert­ing diskette into PC or laptop.
Using Mar­ket­Beat, the adver­tiser can ana­lyze the sur­vey responses in a vari­ety of ways. Responses can be viewed based on demo­graphic or geo­graphic infor­ma­tion, or on the sur­vey responses them­selves. A cross-tab analy­sis tool allows adver­tis­ers to build a matrix to ana­lyze responses across demo­graphic cat­e­gories. Reports show­ing indi­vid­ual responses, or groups of responses, can be gen­er­ated from Mar­ket­Beat. The pro­gram also allows the print­ing of mail­ing labels with the respon­dents’ names and addresses so that adver­tis­ers can send prod­uct information. Sequence show­ing demo­graphic dis­play, geo­graphic dis­play, cross-tab dis­play, reports, and mail­ing labels.
The real advan­tage of the pur­chas­ing intent sur­vey and the Mar­ket­Beat analy­sis tool is that adver­tis­ers have a ready list of poten­tial cus­tomers — read­ers who say they are plan­ning to buy. In many cases, sur­vey respon­dents are bet­ter leads than read­ers who are merely “shop­ping for infor­ma­tion” because read­ers who have answered the sur­vey have stated that they intend to buy. Card: “Read­ers who plan to buy VS Read­ers shop­ping for info.”
As a pub­lisher, when you offer Mar­ket­Beat to your adver­tis­ers you add value to their adver­tis­ing dol­lars. Along with the inquiries they receive from their ad, they receive other prospects who have expressed an inter­est in buy­ing the types of prod­ucts that adver­tiser sells. Card: Value Added Advertising.
Pro­vid­ing Mar­ket­Beat has lit­tle impact on the magazine’s bud­get. The mag­a­zine incurs a small han­dling fee for each sur­vey defined on the reader ser­vice data­base and direct costs for diskettes sent to adver­tis­ers. The ben­e­fits to the mag­a­zine far sur­pass the cost of the surveys. Ani­mated graphic: Dol­lar sign shrink­ing while “Ben­e­fits” grows larger.
Con­tact the Den­ver Reader Ser­vice Depart­ment to learn more about how your mag­a­zine can ben­e­fit from pur­chas­ing intent sur­veys and the Mar­ket­Beat program. Card with Den­ver Reader Ser­vice con­tact information.

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