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Issue:
 | The National Underwriter Company (NUCO), a leading insurance industry publisher, sought to gain a larger share of the computer/technology advertising market by expanding readership among information technology (IT) professionals. an understanding of the audience's needs, wants and current readership patterns was required. |
Results:
| NUCO developed and launched a highly successful monthly publication, Technology
Decisions. The publication has been well-received by IT
professionals, as exemplified by this reader comment, "I get a ton
of magazines; yours is the only one I read cover to cover." |
| The publication is highly technical and includes "war stories" (case studies detailing how companies handled implementation issues and inevitable bottlenecks), based on understanding audience needs. |
Process:
| In-depth interviews with senior IT personnel in insurance companies. |
| Created individual, time-ordered flow charts detailing the IT review
process, personnel involved and key influencers. |
| Created individual organizational charts. |
| Assessed likelihood to purchase concept publication, tempering stated purchase intent with an understanding of the individual’s current readership habits and time constraints. |