Abstract:

This paper provides an overview of how Time Inc. migrated from traditional mail/telephone surveys to online research in order to provide current and prospective advertisers with unique tools to obtain further insight into its reader base. The authors provide case study examples of significant differences between traditional and online research, and review how Time Inc. has used online in innovative ad hoc surveys and the establishment/utility of custom online panels for selected magazines. This paper provides advice on which online choice makes the most sense and how to best utilize limited funds to gather the most useful ammunition for the sales force.