09Dec2010

WHAT YOU THINK OF US

Just like a real magazine company, we recently hired an independent research firm to see what you readers like, and don’t like. Happily, you like us, although one anonymous responder — may he burn in hell — called us “average.” But another said that “the articles are informative and pithy, sprinkled with insight and wit.” And still another said “This is an important asset to me and my company. I cannot find information like this anywhere else.” (Thank you. I will intercede on your behalfs with Santa, who happens to be a personal friend.)

Anyway, here are some results from the study, by Signet Research. First, you like the New Products pages more than anything else. That’s standard in most trade magazines, so we’ll keep those pages strong. Coming in as a close second was the data from SymphonyIRI Group. For fun, I’ve taken to adding “and Jug Band” and a few other things at the end of their new name, but so far they haven’t noticed.

Third place was the retailer cover feature. Whew! I lose a lot of sleep over these stories. Seriously. Most big retailers have public relations gatekeepers, although in my case you might call them “bouncers.” For example, I love the folk at Kroger, but the day their PR people ever call me back, I will faint dead away.

So most of my cover stories are like spy missions, skulking through stores and calling anonymous sources. I take it very seriously and try to call it like I see it, and most folk respect that. Some retailers have called to say they got real value out of the candid comments, and made changes as a result. Some retailers just wish I’d burn in hell.

Next was a tie between my column here, and the Betty Buyer dust-ups with Sammy Seller. One respondent said that “Betty Buyer and Sammy Seller are my highlight! Controversial but not overly confrontational. Done in a very different perspective with solutions in mind. I love it and look for each issue. As a matter of fact, I have a Betty Buyer/Sammy Seller file.”

RETAILER COMMENTARY
Readers like the Category Spotlights in each issue, but there’s room for improvement. I’m planning to include more commentary from retailers. If you’d like to help, I’ll keep your comments anonymous. Just drop me an e-mail.

And if you really want to be a pal, let me know if you’re willing to be interviewed, off-record if need be, for my next cover story — on Walmart. Merry Christmas, Happy Chanukah, etc., etc. and etc.