IDG Business Media uses online market research to optimize its print and online publications
IDG Business Media has a central market research department
that gathers feedback for the company from all the relevant
target groups. The department uses EFS Survey, the
online survey software from Globalpark, to question readers
and online users on an ongoing basis about their satisfaction
with products and services and their perception of advertising
campaigns. The results are then used by the company
to continually optimize its publications. Online market research
therefore plays a vitally important role in enabling the
group to position itself effectively and succeed in a fi ercely
competitive market.
Background
The International Data Group (IDG) is one of the world’s leading providers of IT media, IT research and specialist conferences and exhibitions for the IT industry. The publishing group has more than 300 newspaper and magazine titles in 85 countries and boasts coverage of more than 100 million readers. It also operates more than 400 websites, including a number of web-only titles. IDG Germany can look back on more than 30 years in the German media industry. The Munich-based media company, which published its fi rst title COMPUTERWOCHE in 1974, now offers a wide array of titles catering for almost all IT target audiences.
The digitization of media content has changed the nature of market conditions in the publishing industry. The trend towards declining circulations for print titles has also had an impact on IDG’s original core business. However, the media group responded to this challenge quickly by gearing its product range systematically to the new market conditions. Besides magazine titles, the group now offers its customers wide-ranging internet publications, including a number of titles that are only available online. It also organizes trade fairs, specialist congresses and seminars for the IT sector.
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