Abstract:

As a result of the research program, the circulation department simultaneously altered the promotional appeals to stress news and information, and began an extensive sales and public place distribution effort following extensive internal testing. The results were an increase from 1985 to 1987 of: o Circulation up 13$; o Audience in MRI (recent reading) up 12$; o Simmons (through-the-book) up 15$; o Monroe Mendelsohn (frequency of reading, direct mail - HHI $60,000+) up 19$. In short, pre 1986 U.S.News in MRI for example, had an audience between 9.5 million and 10.5 million. Since redesign and today, U.S.News Simmons audience bounces around 12 million. At the time of the redesign U.S.News was in third place. It is now in first. Revenues went up a staggering 94.7$. Now that's a redesign.