Metropolitan Home, Harmsworths new lifestyle magazine, launched into an economy in recession and with no formal readership research!

tqp were employed to formulate an ad. sales marketing strategy, to convince hard-nosed media buyers that Metropolitan Home delivered an affluent discerning readership - efficiently.

Our response was to simulate readership models for 'industry' use with NRS and TGI readership data, but more importantly for on-line analysis.

Harmsworth's new entry could now be computer evaluated, in live cost rankings and schedules. Agencies and clients now had directly comparative data for Metropolitan Home, whilst official readership figures were many months away.

Additionally we produced a video tape presentation of Metropolitan Home's salient editorial and readership characteristics. This quickly and effectively communicated the titles U.S.P.'s to ad. agencies and clients who could not attend a series of live presentation shows held in London.

During a recession, tqp's strategy gave Harmsworth's sales team enough data to convince reluctant media buyers to buy. Within days of simulated readership data release, Metropolitan Home successfully sold eight full colour pages and gained inclusion on schedules that were unattainable without these data.

relevant media visibility, maximised