A leading information technology publication wanted a better understanding of what makes a technology trade publication useful to readers. Perceptions of the publication and two key competitors were investigated.

A four page paper-based survey was distributed to current readers and non-readers of the publication. The survey was not visibly associated with the publication.

The major dimensions of "usefulness" for a technology publication were identified and compared across target segments. These dimensions were linked to specific reader characteristics.

• Editorial department knows what types of information readers want.
• Circulation department can customize mailings to prospective readers.

The publication’s strengths vis-à-vis its competitors were identified:

• Editorial department knows what areas need more attention.
• Changes in design and presentation format can be made.
• Marketing department can emphasize strengths in communications program.