National Geographic To Define Benelux Target Profile

Share this content:
NIEUWEGEIN, the Netherlands --- The National Geographic has launched a campaign to define its target universe in Belgium and the Netherlands more sharply.


In the two countries the publication has one of the largest audiences of a foreign language magazine - it is printed in English - as a percentage of population in Europe.


The magazine asked the Wegener Direct Marketing Group to help define the target universe more precisely as one way to assure more cost effective and productive mailings.


The Dutch-based DM company - it has branches in several other European countries - took the member (National Geographic readers are called members rather than subscribers) list and matched it against local databases.


Specifically, Wegener used its Dutch consumer database of 1.2 million names, the Grote Consumenten Database, and Sophie's shopping club, a Belgian list developed by Sopres, a Wegener associated company.


The Sopres file contained the names of 625,000 household responders to the company's bi-annual consumer lifestyle mail questionnaire.


The matching produced media/list selection profiles with clearly differing characteristic in both countries. The scoring models developed from the matching are being considered for use in selecting lists for the magazine's next promotional cycle.


Wegener said it expects to have concrete results in about three months.

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above