Learn the Answers to Pressing Questions

Continental Airlines sought reader research to inform decisions

Client Objectives

• • Understand general reader attitudes about the publication
• • Understand the impact the magazine has on readers — both in terms of their attitudes and their actions
• • Gain information about readers’ interactions with the magazine

Execution

• • Conducted a Readership & Effectiveness study with Readex Research
• • Survey was sent to more than 1,500 readers by mail with a cover letter and
  reminder postcards

Results

• • Research showed that 82% of readers took at least one action as a result of reading the magazine, 42% requested information from an advertiser, 21% had made a purchase from an advertiser, and 27% had purchased a ticket from Continental Airlines
• • The survey had a tremendous 58% response rate