ZIKA, SEASON 2 It’s back, and more dangerous than ever
quantum gravity get hitched
TYING THE KNOT String theory and loop
PREHISTORIC ANTIBIOTIC Neanderthals knew the medicinal power of mould
WEEKLY 11 March 2017 HYDRATIONS GOOD
From water to wheatgrass smoothies, what to drink – and what to avoid
same reasons.” Says Cordle. But a solid understanding of the
Can tea prevent cancer?
Is coffee bad for you?
Does diet
soda make you fat?
Does juice count as a 5-a-day?
No3116 £4.10 US/CAN$6.50 10
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need 8 glasses a day?
CAN YOU FEEL IT? Not everybody experiences emotions the same
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Is spinal repair another step to the ultimate transplant?
OLD HEAD, NEW BODY
What happens to a brain left to medical science?
WEEKLY 24 September 2016 EVOLUTION EVOLVES Theory of life needs an update
THE NATURE OF REALITY
The six principles that rule the universe...
And the six big problems we still can’t crack
world’s toughest animals FINAL JOURNEY
INDESTRUCTIBLE DNA secrets of the
These products vary greatly across the New Scientist’s range. ‘New Scientist Discovery’ takes the keenest expert readers on expeditions all over the world; from Alan Turing’s Cambridge and Bletchley Park, to the Galapagos Islands, in premium priced packages. The ‘New Scientist Live’ festival of science at ExCel London last year attracted 23,000 visitors, and is well suited to the active, social category of New Scientist’s readership. ‘New Scientist Jobs’ involves the publication’s younger audience, connecting them to the fi elds that will shape their future careers. "This has been made possible through
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ROSE-TINTED MEMORIES How nostalgia makes us human
160924_NatureOfReality_Final_COVb.indd 1 2016-09-20 10:50
Corkscrew laser beams serve up data deluge
Protein from methane can feed the world
GAS GUZZLERS WEEKLY 19 November 2016 60th THE FUTURE
ANNIVERSARY SPECIAL WELCOME TO
SUPER
WHERE WILL WE BE IN ANOTHER 60 YEARS? MARS
INTELL IGENC E + COLONY +
POPULAT ION BOMB
…AND MORE PLUS 1956 R E VI S ITED
A ND T HE MO S T IMP OR T A N T IN V E N T I ON S OF T HE P A S T
60 Y E A RS
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No3100 £3.95 US/CAN$5.95
39 issue 30 summer 2017 + FREE ENERGY +
WORLD WAR III
Balancing this expanded range of products and catering to such a diverse following is a delicate balancing act for the team at New Scientist. “We have to maintain the balance of increased accessibility without losing credibility, especially among our ‘Expert’, loyalist audience.” Continues Cordle. The careful consideration of each
branch of their audience gives The New Scientist a very intimate and responsive relationship with its readers, building the
scientific world view? TWISTED LIGHT
NEW DARK AGES What now for the
clearer audience understanding and segmentation, but also the technology to reach those segments. We’re using Profi le Cloud, a CRM and automated marketing solution from Swedish marketing services company Apsis.” Says Cordle. “This allows us to better target the various segments – for example, we know that very few people will be able to aff ord a £6,000 holiday which lasts four weeks, so aiming at the most likely group is vital.”
Something For Everyone
interests, needs and motivations of a carefully categorised user base means that no user need feel left out or that their own particular interest is not represented. “This segmentation exercise, alongside deeper qualitative feedback, allowed us to focus on several sub-groups, with a more tailored message, to more relevant products.”
Branching Further Further Still To Go
As the rise of technology and the proliferation of digital content continues to raise a question mark over the future of print media, New Scientist’s diverse product off ering and comprehensive understanding of its customers is cementing it as a leader in the industry. With a focus on maintaining a high-quality experience, it continues to satisfy its readers, whatever their age, education or specialism. “The answer lies in maintaining our core
products at the highest levels, but also launching new ones which are designed to appeal to diff erent groups. We don’t expect everyone to want to do everything, however we always assume our audience are intelligent, curious and discerning.” By focussing on its own potential for innovation, the publication can ensure that all its readers, attendees and customers are able to fi nd an experience that is right for them. Cordle gives an example: “We don’t have any specifi c programming for teens or kids at New Scientist Live, but the reason over 4,000 of the attendees were under 18 was because they want to be challenged, to be spoken to like adults, and to be exposed to world-leading science.” By taking immaculate care of the brand
and the integrity of its content, New Scientist is securing its future for years to come. “There’s still much to do, but at a time when science has never been so globally important, when truth is increasingly subjective, and when people crave intelligent discourse, we enjoy unprecedented potential.”
newscientist.com
potential for more products and opportunities based on their own love of science. “We use NPS surveys and bespoke research to ensure that we constantly monitor perceptions and feedback from our core audience, and react accordingly. This is why our net promoter score has grown from the low thirties to forty-plus over the last few years, at a time when we’ve also extended our brand to new audiences.”
ANALYTICS
Words: Gill Ingram
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