A new solution to revolutionize the publishing sector has been brought to market by the global provider of market insight technology, Cint. The ground-breaking software, Cint Engage, allows publishers to develop reader panels for regular polling to build a better picture of their audiences. In turn, Cint Engage helps develop more relevant content and boost bottom-line sales.
With the decline in print publishing and the growth of online media, keeping content relevant and tailored to audiences has never been more important. Cint Engage has been created to provide publishers with the tools to develop a research panel comprised their readers, subscribers or site visitors, which will inform decisions on editorial schedules, style and advertising options.
By utilizing Cint Engage, publishers can capture data of their existing membership base to create a truer picture of the intrinsic make-up of their readers. From an editorial perspective, readers’ poll findings will help determine the topics, issues, brands as well as personalities which are most important to them and should therefore, be incorporated into the editorial content of the publication.
For potential advertisers, Cint Engage is a powerful tool for accurately reinforcing the strengths of a publication. Until now, reader feedback and demographic make-up was created largely on guess work, meaning sales teams had a difficult role in proving their worth over competitors in this very crowded marketplace. Thanks to Engage, audiences and their associated brands can be much more effectively defined.
Richard Thornton, global commercial director at Cint, comments: “The publishing sector has undergone spectacular changes over the past few years and those who have survived have done so by innovating in their sectors and keeping content fresh, interesting and relevant to readers and advertisers. Cint Engage adds another vital weapon to the armory of these businesses, by allowing them to engage with customers and build content around their wants and needs.
“Initial feedback from publishers and media agencies has been very favorable. Over the next few months we will be showcasing the tool at publishing events across the globe.”
As an additional incentive, when publishers deploy their questions to people within their panel, both the panel owner and respondent receive a ‘thank you’ payment. This financial benefit not only encourages publishers to create a research community, but also for their readers to participate.