2011 Ipsos Mendelsohn Reader Survey
MEMORANDUM
TO: Member Publishers
FROM: C. James Dowden
Executive Director
DATE: April 8, 2011
SUBJECT: 2011 Ipsos Mendelsohn Reader Survey---Deadline is May 9, 2011
One of the major benefits of a CRMA membership is the opportunity to participate in a national reader survey. CRMA has been conducting group reader studies every year. For the past few years we have selected Ipsos Mendelsohn to conduct these surveys for our membership based on the quality of their work, the level of service they provide, their stellar reputation in the industry and the value of their offering.
For 2011 we have negotiated that the price stay the same as it was in 2010!
This year during our January Publisher’s Round Table Meeting in Florida, Bob Shullman and Burr Brown spoke with many of you about your specific needs. They listened carefully and have come back to us this year with a dramatically enhanced offering to what was available in the past. Along with the Reader Survey magazines will also have – a Reader Profile Report as well as the ability to add Claritas’ PRIZM codes to Magazine Survey Results.
I have posted a copy of the Ipsos Mendelsohn proposal to this letter for your review and consideration, below. Bob Shullman and his team will be hosting two webinars to walk interested CRMA members through their offering and to answer any and all questions. They will also be attending our Annual Conference in Chicago and will be available to talk about their offering there as well.
An invitation to the Ipsos Mendelsohn webinars will be sent out on Monday, April 11th. We do hope that you can take advantage of this wonderful opportunity.
Think about it—you have the opportunity to do a reader survey by a very high quality, internationally respected research firm at prices 40% below market. And you will have the full results of your survey later this Summer. The earlier you sign-up, the earlier your title's survey can be fielded and completed.
One problem in the past has been the chronic failure of participants to meet the deadlines for signing up for the survey, submitting their samples, submitting their custom questions or making payments. Participants must pay attention to and meet the deadlines. The final, combined network reports can only be delivered after all the individual title's surveys are completed and delivered. Thus, those who miss deadlines are hurting all the other participants and may be dropped from this year’s survey.
Common questions on the surveys have been developed by a committee of senior CRMA members. They monitor and review common questions on an on-going basis to assure the best responses.
Depending on the length of the survey selected, the participating magazine gets to add a number of customized questions to the survey. Ipsos Mendelsohn will supply all participants with a compilation of custom questions from past surveys which should minimize the need for any title to "reinvent the wheel". If the compilation doesn't contain what you need, they will craft a question to address your issues at no additional charge.
To participate in the 2011 study, please complete the survey agreement form below identifying the numbers of pages your survey will contain (4, 6, or 8), the number of mailouts desired (750 or 1,000), and the incentive you elect to use ($1, $2 or $5). The sooner you agreement is submitted to Ipsos Mendelsohn, the sooner your survey can be scheduled and your work begun. However, the absolute deadline for the submission of the agreement form for the 2011 survey is May 9, 2011. If you do not make the May deadline, you will have to wait until next year’s survey opportunity.
Shortly after receiving your agreement form, you will be sent an invoice for the first one third of the estimated costs of the survey. At the same time Ipsos Mendelsohn will provide a detailed schedule of dates by which time various steps are to be completed and information provided to them by the magazines as well as the dates when they will deliver reports to the participating members.
Magazines which fail to meet the deadlines at any step along the way will be pulled from this year’s study and be set aside until next year’s study. The deposit from this year will be applied against next year’s participation fee. All 2011 surveys will begin and be concluded by the announced deadlines.
Below you will find an outline of the survey process, the schedule of survey fees and the 2011 agreement form. The deadline for submission of the agreement form for the 2011 survey is no later than May 9th.
For any questions you may have or for more detail, please feel free to contact me (jdowden@prodigy.net), or Burr Brown (burr.brown@ipsos.com) 646-313-6138 or Bob Shullman (bob.shullman@ipsos.com) 646-313-6137of Ipsos Mendelsohn.
We look forward to your participation in the CRMA 2011 Reader Survey.
