TTG is a long standing and much loved weekly travel magazine and website. The senior management felt they needed to know more about both their readers, and also their advertisers, to help them refresh their brand and provide the magazine new emphasis moving forward.
Method
We began by conducting online research with TTG readers (both highly engaged and less engaged) and advertisers. This helped us form the next steps of the project – the qualitative elements. We conducted in-depth interviews with advertisers and focus groups with readers to help shape what TTG would be in an ‘ideal world’.
Outcome
The TTG team have made some significant changes to the way they deliver both their printed magazine and online presence. They hope to provide more relevant content and information to their readers and expect to make changes which will see them become more environmentally friendly.
