How we researched and helped develop a new magazine
Match of the Day is the BBC’s flagship football programme. A earlier attempt to expand the brand was unsuccessful and an opportunity was foreseen in the teenage publishing and online market.
To understand the market for football news and gossip, and identify gaps in the market for a new multi-media football offer.
BBC Match of the Day Magazine
Magazine Market Research Approach: Three stage process:
Research planning session to decide issues and opportunities to explore and create/compile new ‘offer’ stimulus.
Group and depth insight programme: Investigative journalists and groups (pre-tasked to complete football and football media diaries), paired father and son depth interviews and individual football enthusiast interviews (pre-tasked to include magazine reviews).
Working session to debrief findings, conclusions and recommendations.
Identified opportunities and created blue-print for new Match of the Day magazine and website targeted at tweens.
Launched in 2008 the magazine amassed c. £8.5m sales in year 1 and is now vying for category leadership.