ResearchResults

 

The First Marketing Newsletter Readership Study is designed to evaluate recall, readership, reader behavior, topic preferences, attribute ratings and demographics for our clients. Perhaps most importantly, our investment clients also seek to measure the effectiveness of their newsletters in

  • Promoting the firm's full range of investment services and professional expertise.
  • Educating investors and motivating them to take action.

The results included in this market report clearly demonstrate the power of professionally produced, custom newsletters to achieve the specific objectives of investment companies. Highlights include:

  • 62% of investors surveyed recall seeing the newsletter, and among those respondents, 67% report reading every or almost every issue.
  • More than 60% of the readers want more information about the sponsor.
  • Almost 20% of respondents who recall the newsletter report that it motivated them to call, visit or do additional business with the newsletter sponsor.

These highlights reflect just a few of the ways a First Marketing newsletter can support your goals, as part of an integrated communications program. For a full report, including statistics on topic preferences, attribute ratings and demographics, please contact us and mention the market you are interested in.

Recall
Yes
62%
No
36%
Recall Chart
No
Answer
2%
Investors show a high degree of interest in newsletters sent to them regarding investment services and products. 62% of respondents recall seeing an issue of the newsletter previously.

Every or
Almost Every Issue
67%
1 in 3 or 4
9%
Very Few
20%
Scope of Readership Chart
No
Answer
1%
None
3%
Among investors who recall seeing the newsletter, 67% report that they read every or almost every issue they receive.

Depth of Readership
All or Some
Articles
73%
Parts
25%
Depth of Readership Chart
No
Answer
2%
The range of topics and editorial approach featured in investment newsletters produced by First Marketing also deliver a high level of readership. 73% of investors who recall the newsletter say they read all or some of the articles in each issue.

Reader Behavior
Reader Behavior Chart
  38%
Kept an
Article
26%
Saved for
Another
20%
Passed Along
an Issue
 
Investors are very likely to retain or pass along the newsletter to a friend, family member or colleague. More than half of readers report that they either kept an article for future reference or saved an article for someone else. Plus, 20% report that they passed along an entire issue to someone else.

Response
Yes
19%
No
70%
Response Chart
No Answer
2%
Not
Sure
9%
The most significant question regarding the effectiveness of an investment newsletter is whether it motivates readers to make a phone call, visit with their representative or do additional business with the sponsor. Nearly 20% of the readers indicate that something in the newsletter prompted them to take action. Another 9% are unsure about the newsletter's effect, but did not answer "no."

Survey Instrument

The survey instrument is self-administered and consists of standard and custom questions and scales. Responses are tabulated along two axes: marginal counts and cross-tabulations. All closed-ended questions are analyzed by number of responses and percent of responses.

The statistics on these pages represent a sample of 942 respondents from the investment industry. A sample of this size carries with it a confidence interval between 1.9% and 3.1% (see chart below).

Margin of Error

Standard error is a statistical term that describes the likelihood of achieving the same result in a similar study. At the 95% confidence level, we are assured that if we were to do this test n times, the same result + or - the appropriate confidence interval would occur 95 out of 100 times.

Data Split Cell Size
500 600 700 800 900

10%-90%
20%-80%
30%-70%
40%-60%
50%-50%

2.6
3.5
4.0
4.3
4.4

2.4
3.2
3.7
3.9
4.0

2.2
3.0
3.4
3.6
3.7

2.1
2.8
3.2
3.4
3.5

2.0
2.6
3.0
3.2
3.3

 
ResearchResults
 
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