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+61 2 9908 5092 |
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info@publiceye.com.au |
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Not only are we saving time and money by running our surveys online, it also means we are likely to get more responses than by using other methods such as face-to-face interviews or telephone research. And, with such a large number of visitors each year from all over the world, it makes our customers’ easier to reach. 
Semee Dickerson, Sydney Opera House |
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Pacific Magazines |
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About Pacific Magazines |
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 Accounting for approximately 23% of Australia’s total magazine readers,
Pacific Magazines dominates the mass women’s, fashion, youth, homemaker
and real life categories. It publishes some of Australia’s favourite magazines
including New Idea, FAMOUS, That’s Life!, Better Homes and Gardens,
Diabetic Living, Heart Healthy Living, home beautiful, Your Garden,
Monument, Men’s Health, marie claire, Girlfriend, K-Zone, Total Girl and TV Hits.
The Challenge
The daily challenge for the team of
talented editors, writers, designers and
support staff at Pacific Magazines is to
provide their readers with magazines
that entertain, inform and inspire,
always delivering great value without
compromising on quality. To help
achieve this, their consumer insights departments is committed to providing
a deep understanding of their readers,
allowing them to continuously ensure
their magazines are the best they can be.
With many thousands of readers
across a growing stable of titles,
Pacific Magazines needed a fast, simple
and cost-effective way to find out
more about their readers’ wants,
lifestyles and attitudes so that content
ideas and advertising could better meet
these needs.
When New Idea embarked on an in-depth
survey of their readers’ shopping habits,
they identified a number of specific
requirements for the project: |
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The Solution |
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After researching the market, Pacific
Magazines selected The WebMart
Network to manage an online survey
solution including all the technology, survey
development and project management.
WebMart used PUBLICeye™, their
proprietary solution that automates web
surveys, data collection and reporting,
to deliver the solution.
Quick and easy to customise,
PUBLICeye™ is a ready-built tool
with many benefits:
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Outsourced technology – WebMart
hosts and maintains all the software,
so Pacific Magazines needed no
technical resources to create their
own system
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Can be tailored to match the look
and feel of multiple magazine titles,
advertising campaigns or demographics
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Simple to use – the system has been
designed with point and click controls
that are a breeze for respondents or
staff of any technical level
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Real-time data capture – answers are
captured and stored for immediate
analysis so unlike traditional research,
no re-keying of data is needed
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In-depth analysis – Pacific Magazines
can create, view, print and share colour
graphs and clear tables for simple
analysis at the touch of a button
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 Working with WebMart
and PUBLICeye™ made the whole
process so much easier at our end.
They are efficient, flexible and provide
outstanding service … making the
research run so smoothly!
Sabrina Chan, Pacific Magazines
The Results
The survey of New Idea readers
culminated in the development of the
New Idea Grocery Habits Report, a
comprehensive and in-depth study on
readers’ grocery shopping habits.
The most immediate benefit was the
capacity for New Idea to share these
new insights with advertisers and
attract more bookings. Advertisers use
the information to plan more effective
advertising messages and assist product
development.
The information has also proved
invaluable for editorial staff who gain
insights into what readers are looking
for and can respond with entertaining
and helpful content.
Sabrina Chan, one of Pacific Magazines’
Senior Consumer Insights Analysts
enjoyed the benefits of an outsourced
solution. “Working with WebMart
and PUBLICeye™ made the whole
process so much easier at our end.
They are efficient, flexible and provide
outstanding service … making the research run so smoothly!”
The results of the New Idea Grocery
Habits Report were also well received
in the wider market and gained press
coverage in marketing trade publications
BandT and AdNews.
PUBLICeye™ has a unique weighting
feature that allows sample survey results
to be weighted to match the readership
profile of the magazine in line with Roy
Morgan data.
“We use the weighting feature for age
and state profiles. For example if our
survey population differs from New Idea’s
actual magazine readership profile, we
can easily weight the results to minimise
demographic skews and bring the results
in line with our readership for more
accurate analysis.”
The New Idea Grocery Habits Report is
just one of the many surveys conducted
by Pacific Magazines. Other research
topics include fashion, health and surveys
relevant to specific magazine titles, product
types or demographic segments.
Chan concluded, “With the success
of the New Idea surveys and other
projects already completed, we have
already commissioned the services of
PUBLICeye™ for a range of other online
surveys coming up.”
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