Issue:
A major metropolitan newspaper launching a new tabloid format sought to increase subscriptions in the Generation Y (18-34) market, which is notorious for its low newspaper readership.

Approach:
The Blackstone Group was asked to gauge both the appeal of the new daily tabloid, as well as forecast future readership and the subscription base.

• We recruited a Gen Y panel for the first five months of the tabloid's launch.
• Each day, an e-mail intercept was sent to the panel inviting them to complete an online survey on their perceptions and usage of the new tabloid.

Results:
Across the five-month research period, the Blackstone Group was able to maintain a high response rate.

With next-day and weekly reports, we provided the client with instant feedback in regards to customized cover designs and content that would increase readership and sales.