Media Briefing: Publishers use proprietary research to pitch prospective advertisers
Research as the pitch
This past weekend at SXSW, The Atlantic’s publisher and CRO Alice McKown unveiled the company’s latest offering from its marketing research division, Atlantic Insights, meant to increase the publisher’s image as an expert on C-suite executives.
Called The Lead Index, The Atlantic conducted a survey of 500 C-suite leaders with the help of third-party research firm Beresford Research, to understand top challenges, opportunities and topics of interest on the minds of business decision makers.
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