Consumer Reports outlines the "key drivers" of its longtime success.
As vice president of Consumers Union since 2000, John Sateja has overseen the circulation growth of ConsumerReports.org See .org.
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Washington, town (1991 pop. 48,856), Sunderland metropolitan district, NE England. Washington was designated one of the new towns in 1964 to alleviate overpopulation in the Tyneside-Wearside area. , D.C., he outlined the 5 "key drivers" of Consumer Reports. We'd we'd
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1. Brand. CR has an 85 percent recognition rate among prospects--much higher than even its parent company, Consumers Union.
2. Unique content. No one offers better testing and analysis of hundreds--thousands over the years--of consumer products and services better than CR. The company buys all of the products it tests and reports on--no freebies. (Once testing is completed employees are then able to purchase the products.)
CR accepts no advertising whatsoever.
3. Presentation and delivery. CR constantly tests and tinkers with its graphics presentation. "We're a testing company after all," Sateja says. "Test, test, test. And we're careful not to be too flashy." Their subscribers want the information presented to them in a straightforward manner, implying that readers want their subscription dollar going to the company's famous testing laboratories--and not to the "flashy" design advertisers would prefer.
4. Marketing and PR. "DM is still very strong for us," Sateja says. They constantly massage massage (məsäzh`), treatment of superficial parts of the body by systematic rubbing, stroking, kneading, or slapping. Massages can be administered manually or with mechanical devices. their mailing lists An automated e-mail system on the Internet, which is maintained by subject matter. There are thousands of such lists that reach millions of individuals and businesses. New users generally subscribe by sending an e-mail with the word "subscribe" in it and subsequently receive all new . Also, CR regularly sends out press releases on its test findings, which the mass media invariably in·var·i·a·ble
Not changing or subject to change; constant.
in·vari·a·bil run with.
5. Loyal customer base. That, of course, equals high renewal rates. "Our brand spells out trust in the marketplace, which is especially timely in today's market," Sateja says. "We invest millions of dollars in our content development, and that's what helps make us unique."
Consumer Reports, 101 Truman Avenue, Yonkers, NY 10703, 914-378-2484, consumerreports.org