Shortlist Media wanted to create specific reader profiles to really understand Stylist and Shortlist magazines’ audiences.
As subscribers to YouGov Profiles, Shortlist Media gets the edge when it comes to understanding their titles’ readers and target audiences. With consumers expecting the very best from them, up to the minute data is vital to the publisher in order to make sure their magazines continue to inform, excite and inspire.
Shortlist Media wanted to create specific reader profiles to really understand Stylist and Shortlist magazines’ audiences.
In just a matter of days, YouGov’s re-contact surveys enabled Shortlist to profile their readers using customised questions asked with the Nationwide Omnibus Service, surveying 18,000 respondents. The data was then uploaded into Shortlist Media’s YouGov Profiles dashboard.
The Profiles Re-contacts project enabled Shortlist to view their reader segments in Profiles, allowing them to analyse their readers by over 190,000 Profiles data points.
As well as unique profiling ability, the research delivered specific research insights. For example, 23% of Shortlist readers (in the last month) accessed content through the Shortlist website, with 1 in 5 doing so via email. Readers aged 35-54 are most likely to read a print or digital edition. Shortlist readers are more likely than other free magazine readers to notice adverts at train stations.
Client Testimonial
“The ability to look at our reader profiles against so many thousands of attitudes, beliefs and behaviours is hugely valuable.”
- Ryan Munson, Insight Manager, Shortlist Media
About the brand
Shortlist Media is one of the fastest growing media businesses in the UK. Founded in 2007 by Mike Soutar, Tim Ewington, Karl Marsden, Phil Hilton and Matt Phare, the company is a pioneer of the ‘freemium’ publishing model, providing high quality, free, premium content that the Met Set want to read.
