Journal Watch, a spin-off publication of the New England Journal of Medicine, came to Mad*Pow for help tailoring content to its varied readership. They understood their basic demographics. But they wanted deeper insights into what their readers hoped to find between the covers of the latest issue.
We began by speaking to key stakeholders, and then progressed to phone interviews with a demographically and geographically diverse group of 24 physicians, both subscribers and non-subscribers. We used data mapping and affinity diagrams to create six highly detailed personas based on the media consumption lifecycles of each group, from acquisition to storage.
Defining these six distinct personas allowed Journal Watch to identify gaps in its current offering and tailor content specifically to its readers' interests and needs. This content-development strategy leads to more satisfied readers in the short-term and greater subscriber retention in the long-term.
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