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Creators in their own 'write'

Date of publication: September 13, 2012

Catalogue: Congress 2012: Accelerating Excellence

Company:

Authors: Britta C. Ware, Manila Austin

Abstract:

In 2011, Meredith Corporation wanted to invigorate and transform The Ladies' Home Journal to reach a younger and broader audience. They came up with an innovative idea: allow readers to produce the majority of its articles. Meredith turned to their online community of 300 women who had been providing unique and actionable insights since 2007. They were able to hear directly from current and prospective readers what mattered most to them, while testing and refining concepts. Their ideas provided insights that would lead Meredith to successfully re-launch Ladies' Home Journal in March of 2012. This session will describe how Meredith is pushing the limits of traditional research methods, obtaining continuous inspiration from their customers, and using insights to drive real business growth.

Britta C. Ware

Author

This is a long description of some author details.

Manila Austin

Author

This is a long description of some author details.

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Ware and Austin (2012a, September 13). Creators in their own 'write'. ANA - ESOMAR. Retrieved June 24, 2025, from


https://ana.esomar.org/documents/housewives-responses-to-changes-in-their-budgets