FAQ

Click on the questions below to view answers- or contact us with any others you might have

• If I conduct this survey locally, in what way is it "national"?
  
  At least 50 participating NNA publications will be promoting the same core survey in their local area. The combination of those 50 publications' results, across all 11 NNA regions (and weighted by circulation) will give the survey its national focus.
• How does an online survey work?
  
  When the online survey is launched, each participating publication will print ads directing their readers to the survey website, and add links to their newspaper website. After the required 2,000 valid responses are accounted for, the statistics will be compiled; and bound copies will be sent to all participating publications.
• Are online survey results valid?
  
  Yes - Pulse Research has been conducting online research for 5 years. During this time we have conducted phone market surveys in many of the same markets we have conducted online research. When comparing the results to key questions between the two methodologies (online and phone) there are few significant differences. Additionally, as the Internet becomes more prevalent in the communities we service, it becomes more and more valuable as a research tool.
• What about "spamming" of the survey?
  
  The online survey will be about 85 questions long, and it is not an easy click-through. Your readers are motivated to complete the survey in order to qualify for the incentive; but spammers will find that the survey is too long or complex for them to fill out just for the sake of skewing the results. Duplicate and "trash" responses are also filtered when the results are examined by our research personnel and statisticians.
• How much does it cost?
  
  The National Focus program costs $495, which includes a contribution to the group incentive. The Local Focus program costs $1,495 plus the AdSeller Monthly fee (starting at $95/month, based on circulation.)
• What is the difference between National Focus and Local Focus?
  
  The Local Focus project involves developing a separate local survey for your publication which shares some common questions with the National Focus survey. This local survey also includes specific questions about competing media and local businesses in the area, while the National Focus survey only asks about product/service purchasing/spending habits. The common questions from the Local Focus survey will be added into the National Focus survey results; and copies of both studies will be provided.
• How many AdSeller user accounts do we get?
  
  The Local Focus program includes an unlimited number of AdSeller user accounts, which can be used for sales tracking and presentation management. The National Focus program includes one shared AdSeller account for each participating publication.
• What is the AdSeller?
  
  AdSeller is Pulse’s interactive web-based workstation for advertising sales, used to get research off the shelf and into sales presentations. Not only does AdSeller work seamlessly with your Pulse Research Readership Survey, but it can be used with other major market/readership studies as well. From its intuitive user interface, sales representatives can create and edit presentations while management can track progress and sales results. AdSeller programs are also available to work with your website advertising department or TMC publication.

• Why is the survey of our readers and not the whole market?
  
  Focusing your survey respondents on readers of your publication allows you to make concrete statements about who advertisers will reach by working with your newspaper. In order to gauge the value and effectiveness of an ad in a print publication, it's important to know who is reading the publication-not who could read it.
• Who or what is Pulse Research?
  
  Pulse research is one of the nation's largest publication research firms. Since its founding in 1985 by former publisher John Marling, Pulse has conducted over 3,000 surveys for more than 2,500 media clients. Publishing clients include metro and community dailies, suburban groups, weekly publications, and free publications as well as business and niche publications.
• Do I have to do calculations based on the numbers from the research?
  
  The AdSeller automatically does calculations for you. Even after you've created a presentation, you can edit some values, such as Ad Cost and duration, in order to tweak the campaign you suggest. The AdSeller will automatically update relevant fields of your presentation with the new numbers.
• Are AdSeller presentations effective?
  
  The national average for presentations sold using the AdSeller is 50.3% for new clients, and 70% for existing clients to increase their advertising.
• Our competition also has research information. How does this affect us?
  
  Most major media have access to, or regularly conduct research, in their local area. However, by taking a survey of your readers and not just the local market, your research is uniquely positioned to help sell advertising for your publication.