GeraNova Bruckmann Publishing House – Success Through Data-Driven Personas
How a leading special-interest publisher gains a more precise understanding of its target audiences, increases its reach, and significantly improves reader retention.
Expand Your Own Market Research to Include Potential Readers
GeraNova Bruckmann Verlagshaus develops special-interest media for people who pursue their passions with enthusiasm. Information & knowledge, inspiration & entertainment are the guiding principles behind the development of its lineup. With around 40 magazines and special editions, approximately 600 new book titles per year, about 5,000 books in stock, as well as over 1,400 e-books, 22 apps, and high-reach websites and social media channels, it ranks among Germany’s leading special-interest publishers and has established a strong position in the print market.
Established magazine titles are firmly established in the print world and enjoy a large, loyal readership. At the same time, the leading magazine titles have also become major players in the digital realm and reach a broad audience.
However, the publishing house is not resting on its laurels. The implementation of data-driven target group analyses is playing an increasingly essential role for the GeraNova Bruckmann publishing house in order to counter the ongoing digitalization and the associated market changes and developments in reading habits as well as the rapidly growing diversity of reader interests among its customers.
The company aims to further deepen its understanding of its customers, respond to current trends and the needs of its readership, and develop personalized marketing and product strategies based on this understanding.
Targeting existing and potential readers in a way that meets their specific needs
This new strategic direction is intended to enable the publishing house to address not only existing readers but also potential readers in an even more targeted and needs-oriented manner.
Identifying the Needs of Potential Readers
The publishing house has an in-house market research department. This department conducts surveys and market research on a regular basis to determine the satisfaction levels, areas of interest, sociodemographic characteristics, and other factors of readers and subscribers. The data collected is directly incorporated into the ongoing optimization of print and digital products.
However, GeraNova Bruckmann was not content to base the development of products and marketing strategies primarily on insights about its current readership. Rather, the goal was to deepen its understanding of potential future readers and, building on that, not only to further develop existing offerings but also to create innovative content and formats that specifically appeal to new target audiences.
The main challenge was to reach these potential readers, who had not yet had any contact with the publisher's products, on the basis of data and to incorporate the findings into product development.
data-driven personas each magazine group
Through a multi-stage data analysis process, the Persona Institute developed detailed, representative personas—for existing readers as well as for potential new target audiences.
In-house Market Research and Analysis
- The publishing house's market research department conducted structured surveys to gather precise data on the reader market and relevant insights.
- Consolidation and analysis of existing datasets as a basis.
Data-Driven Survey
- Building on the existing target audience insights, the Persona Institute conducted further comprehensive market research analyses.
- A combination of sociodemographic characteristics, topics of interest, and digital behavioral data—for existing readers and potential new target audiences.
Development of Personas
- Detailed, data-driven persona were developed for each magazine group.
- They reflect the key characteristics, needs, and interests of the target groups and provide a comprehensive understanding of them.
Content Optimization
- The personas were used not only to deliver content, but also to further develop the magazines' content.
- The editorial team was able to tailor topics and formats even more precisely to the interests and needs of the target audiences.
Greater reach, more reader-focused content, innovation
The introduction of data-driven personas has had a significant impact at the GeraNova Bruckmann publishing house.
Increasing the Range
Tailoring communications to new target audiences leads to an increase in reach—both in the analog and digital spheres.
Targeted Content Development & Improved Reader Engagement
By carefully optimizing content, reader satisfaction can be increased and the loyalty of target audiences can be further strengthened. Editorial teams are tailoring content even more precisely to the needs of specific target audiences.
Innovative Product Development
A deeper understanding of the needs of current and future readers enables the publishing house to develop a diversified product portfolio and cross-media formats that appeal to new reader groups. At GeraNova Bruckmann, the data-driven personas tool is part of an ongoing development process: The market research team reviews the personas at regular intervals and updates them with new data as needed.
How well do you really know your target audiences?
Data-driven buyer personas reveal who your target audiences really are—and where your messaging misses the mark. The Persona Institute’s Persona Audit shows you where the greatest leverage lies.
Go to the Persona Audit →- Assessing Your Current Approach to Targeting Audiences
- The Potential of Data-Driven Buyer Personas
- Specific Next Steps for Your Company
Understand your target audiences with data-driven buyer personas.
Would you like to gain a data-driven understanding of your target audiences and base your decisions on that—just like GeraNova Bruckmann? Contact the Persona Institute.
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