Case Magazine ZEITLUPE
Direct reader interaction to prevent declining circulation and customer loss:
Collective Intelligence instead of traditional surveys
You need to find ways to prevent declining circulation and customer loss? With BrainE4 you will find out much more effectively than with traditional surveys what your customers want and how you can make your medium more attractive: High participation rates, 10x more insights, 90% less work and 50% less costs.
Challenge
How can publishers successfully redesign their newspapers and magazines to combat falling circulation? against declining circulations? And how do publishers motivate subscribers to participate as much as possible?
Many publishers and editors have always had the problem: they don't know exactly what the readership wants. In surveys, answers such as "yes" and "no" or "good" and "not good" are not really meaningful. Surveys conducted by traditional market research institutes are often cumbersome and not very productive.
Newspaper and magazine relaunches are therefore usually based on isolated reader reactions, editorial meetings, personal experience or copying the successful competition. However, if the revised editorial concept does not meet the wishes of the broad majority, subscriptions may be canceled. Loss of revenue due to falling circulation can often only be compensated for by raising prices - and then leads to more users leaving the company.
Case Zeitlupe
The makers of the more than 100-year-old Swiss Magazine ZEITLUPE were looking for a way out to combat falling circulation due to changes in media usage behavior. To do this, the publishing house management had to find out as precisely as possible what its readership wanted** - and what it didn't want. This was the only way to better tailor the editorial content to the actual needs of the 45,000 subscribers.
Editorial Realignment
All participants had to answer eight questions, including: "Which topics should receive more attention in Zeitlupe in the future? " Based on the suggestions submitted, the makers of "Zeitlupe" changed the editorial focus to a slightly younger target audience in the transition phase between working and retirement.
Battle of ideas
Battle of Ideas: The Gamification approach of BrainE4 led to more than 100 interactions per participant, who not only submitted new ideas, but also simultaneously evaluated the ideas & opinions of others. of the others.
BrainE4
Insight Hub
The makers of "Zeitlupe" relied on the interactive Insight Hub from BrainE4: Here, genuine involvement, anonymous participation and inclusive participation with authentic data is guaranteed. In a maximum of 130 characters each, participants were allowed to answer questions such as "Which advice topics and services on ageing issues are helpful?" 100% anonymized answers.
Success through Direct Customer Feedback
More than 1,800 people participated with over 500 ideas, opinions and suggestions and brought order to this creative wealth with around 180,000 interactions. According to the "Zeitlupe" editorial team, this gave them "an absolutely representative picture of the wishes and opinions" of their readership. The editors therefore clearly knew what was wanted (for example, reports on two-day train journeys) - and what was not (for example, horoscopes).
Testimonial
**"We were overwhelmed by the great commitment of our readership", says Marianne Noser, Editor-in-Chief of the senior citizens' magazine. "We were also impressed by how easily, quickly and transparently important data could be obtained at any time. We had very little internal effort and felt well advised and supported by the BrainE4 team. "
Advantages of BrainE4
- Up to 50% lower costs compared to traditional surveys/participation methods
- 100+ interactions per participant thanks to gamification
- 10x more data: ideas, opinions & suggestions
- Authenticity & psychological safety through 100% anonymity
- >90% less work - maximum 1 day preparation time
- Possible to go live in just 2 weeks
- 10x higher participation even without incentives
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