New Yorker Renews Simmons Deal

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Condé Nast Publications' New Yorker magazine renewed its relationship with Simmons Market Research Bureau, one of the oldest market researchers on consumer behavior.


The weekly literary magazine will continue to use the Simmons National Consumer Survey and Tipping Point Segmentation system. The New Yorker's proprietary database also will be scored with the Tipping Point Segmentation technology, assigning tipping scales to the existing subscriber database.


Financial terms were undisclosed.


Other users of Simmons data include Bauer Publishing USA, Hachette Filipacchi Media U.S. Inc. and other Condé Nast titles.


Tipping Point segments were sourced from concepts in New Yorker writer Malcolm Gladwell's best-selling book, "The Tipping Point: How Little Things Can Make a Big Difference."


Gladwell outlined four segments in the book: connectors; mavens; salesmen; and innovators. They represent only 12.5 percent of the adult population but play a vital role as influencers, taking ideas, trends or behavior and spreading them.


Gladwell's influencers are classified based on psychographic and lifestyle statements that identify individuals most responsible for word-of-mouth advertising.


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