FEATURE11 September 2014

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The world of print publishing has been through turbulent times of late. As digital has grown, every publisher ­– be they national newspapers, glossy magazines, regional press or B2B – has had to rethink their strategies, as priorities have changed for advertisers and readers alike. Never has insight been needed so much by the sector.

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Which suits Amanda Wigginton, director of insight for IPC Media, down to the ground. Having worked for the magazine publisher for 13 years, and as head of the team for the past six of those, understanding readers’ habits is her lifeblood. So it’s not surprising that she refers to the role of insight within the organisation as “crucial”.

“Hand on heart, our consumers really are at the centre of everything we do: whether it’s understanding what they’re doing in their lives; what their behaviour is in relation to the category or with the magazine; or understanding what their needs are, all of that insight and understanding is essential to what we do. Insight is embedded in everything we do across the whole business. And I’m quite proud of that, ” she says.

“You often hear about the backroom research team, I don’t describe my team as a backroom team; I think we’re central within the business. Testament to that is all the ...