2. Methodology…
We asked our registered readers what they
wanted to see more of and what they
wanted to see less of, in the magazine and
on the website.
We also asked them what disciplines they
worked in and what technologies and
products they influenced the purchase of.
There were 11 questions in total, and we
used Survey Monkey as the platform. All
survey respondents were placed in a draw
to win an iPad2.
The eDM to the right was sent to our
members and we had over 8% of our
total subscriber base complete the full
survey.
3. Results
We have used the KEY RESULTS to make some informed changes to our content
offering, balance and flow, and to create a fresh new look and feel for the magazine.
These include:
• New title, masthead and cover design
• More new products
• More life sciences
• Events/training, safety/certification & method development
• Less sections and more general lab equipment
• Audience (peer) input (the new My Lab column)
5. Products, products and more products
By far the most popular content item in the magazine and on the website is New Products, with 51%
ticking this as the main reason they read the magazine and 56% saying new product items are the reason
for visiting the website. What’s New has been the premier source of new products for lab professionals for
over 20 years, and we will continue with this as our main focal point.
6. Life Sciences
Just under one in three recipients listed life sciences as their main laboratory activity,
which underlines how important this sector is to us. We have given this more prominence in
the new title of the magazine, What’s New in Lab & Life Sciences. A subtle but very
important shift both externally and internally, where we will continue to deliver this audience
set the very latest in new products and technology applications, both in the magazine and
on the website (where there is already a dedicated Topic Centre for Life Sciences). No
other magazine or local website carries more new life sciences products than What’s
New…
7. General Laboratory Equipment
A dominating 85% of recipients stated their lab uses general laboratory equipment such
as stirrers, balances and centrifuges. We will continue to cover these items and they will
appear throughout the magazine, rather than in sections.
8. New Content Offerings
Over 40% of the audience would like to see more coverage of Events/Training,
Safety/Certification and Method Development – so we will be adding these
to the mix from here on in.
9. Delivery Method
We had a 50/50 split between those who prefer to receive the magazine in print or as web-
based digital edition. We now offer readers the choice and will continue to do so. A
fortnightly eNewsletter from Labonline is a third channel for our audience to access.
10. In Conclusion
Since 1990, What’s New has been a respected
information source, as has Labonline (since
1998). The survey response confirms that we
have a loyal and engaged audience, who have
assisted greatly in creating a fresh new look
and content focus for the magazine, kicking off
with the April/May 2012 issue.
What’s New is also the ONLY magazine
serving the Australian laboratory market that
can verify its ‘personally requested’ audience
figures via an independent auditor (the
Circulation Audit Board). Ask your Account
Manager for more details and a letter from the
CAB confirming same.
11. THE EXPERTS IN TECHNOLOGY &
INDUSTRIAL B2B MEDIA
Westwick-Farrow Media’s media channels include 9 industry specific magazines and related websites, dozens
of informative eNewsletters, along with a growing list of niche, targeted events - all aimed at building
community and delivering information where, how and when our members want to receive it.
Cnr. Fox Valley Road & Kiogle Street,
(Locked Bag 1289) Wahroonga NSW 2076 Australia
Ph: +61 2 9487 2700 Fax: +61 2 9489 1265
sales@westwick-farrow.com.au www.westwick-farrow.com.au
