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Worth The Deal

2024

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Video: Worth The Deal
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Worth The Deal
Worth The Deal
Anonim

ACTUAL!

QUESTIONNAIRE

CASE STANDING

Subscribing to PR is a win-win move, placing ads in it is a far-sighted step. Both confirmed the results of a survey of readers.

The last of the questionnaires (1998, No. 8) was entirely devoted to the one who reads “Driving” today, how he reaches his audience, what readers see the magazine. By tradition, we offer an overview of the most significant of what came to light when processing the results. And let's start … no, not from himself, but from who he is, the reader of the ZR-98?

Before turning to the diagrams, try to figure out for yourself what professional environment most of our respondents represent. It is unlikely that you will correctly name the top three. According to the survey, in the first place are industrial workers, whose deplorable state did not seem to give rise to such a result. On the second - transport workers (well, that’s what the state is supposed to do). And on the third … businessmen, representatives of trade. This, at first glance, looks unexpected, but if you think about it - it is understandable. This is about the most dynamic part of the population today, those for whom the car is no longer a luxury or a means of transportation, but just a very important, vital tool. But since the car is already part of life, you need to know it and here is a direct path to the pages "Driving". I was pleased that, despite all the hardships, military personnel and law enforcement officers (in the amount of 11.5%) remained faithful to the magazine.

The questionnaire revealed a relatively new trend in the minds of readers. This can be illustrated by the answers to the question about advertising: many came to the conclusion that the magazine is not only interesting to read about cars in general, it also serves as a pilot in the sea of automobile goods and services. A quarter of respondents said: they regularly choose something on the advertising pages of ZR! If we take into account that another 70% look at advertising information out of curiosity with an eye to the future, the total effect is impressive. We think that potential advertisers should pay attention to this ratio. Do not forget, gentlemen, entrepreneurs - you have the opportunity to appeal to the audience of one and a half million readers (as one of the previous questionnaires showed, at least three people read each copy of the magazine)! Moreover, our readers are very active people, as we noted above, in the prime of life: the average age is 33–34 years.

Comparing these data with the result of a questionnaire conducted two years ago, we note: the audience is definitely younger. This is encouraging. The interest of today's youth in the magazine cannot be explained by tradition alone (my father read - and I will); give her the freshest, most unexpected, curious, bright. At the same time, this does not mean at all that the current reader “Behind the wheel” is a little whitehead who is turned off by a tool, working in a garage. To the question: “How do you feel about the tab“On your own”- 95.1% (!) Answered:“We approve”. Comments are redundant.

Touching upon the prosperity of our readers, we again come to the conclusion: if the situation were different, the majority would be representatives of the middle class - the mainstay of the sustainability of any society. And so - 90% of respondents per family member receive less than 1800 rubles. Before the crisis, $ 300, today - count yourself …

Now let's see how the meeting of our magazine with the reader takes place. Two out of five respondents get it from the mailbox, the rest go to the kiosk. In general, the previously noted tendency to reduce subscriptions is confirmed. The main reason for those who, without abandoning the magazine, stop writing it out, is the late delivery time (48%). It's a shame, after all - a neighbor bought at a kiosk and is already reading, but here you wait a week, two, three. The last diagram is very eloquent: our mail, to be exact, to put it mildly, does not want to be held accountable to readers, although it takes a lot of money for delivery.

However, the retail buyer is more likely to … regret it. And not only because he can miss the right number. The subscription price in the coming year remains the same - 12 rubles per room. But at retail the magazine noticeably rises in price, the instability of the economic situation is to blame. In addition, only subscribers can win a car. Well, have you already gathered in the mail?

It is interesting that, according to the results of the questionnaire, both the delivery time and the average price are much less dependent on the distance of transportation than could be expected. For example, in Magadan a magazine is received a week earlier than in the closer ones of Irkutsk and Novosibirsk, and it costs an average of 4 rubles cheaper. There are many such paradoxes, however, even by listing the names of negligent delivery men and greedy intermediaries, it is hardly possible to radically change the matter. But we do not stop working to ensure that your meeting with the magazine does not cause unnecessary trouble and sorrow.

Well, now about the question, the answer to which turned out to be the most pleasant for us. More than 98% of readers intend to continue to meet with their favorite magazine. We assure you will not regret it.

We live and don’t know what to believe, what to rely on: politicians are fighting for power for the sake of power itself, bankers are deceiving the people, the government does not give a damn about their citizens … Today, for me, the best support is the magazine “At the wheel”. Without you, I would simply be discouraged! Not everything I like about you, I would refuse something (I would write less about foreign cars, for example), I’m ready to argue with something, but the main thing in the magazine is the spirit of camaraderie, reliability. I trust you because I feel: you are ready to help people, don’t chase sensation, don’t sing with someone else’s voice, but give advice and talk about things that we really need. I am sure that not only cars, but many other things, we treat the same. Therefore, if it were possible, in the elections I voted for the magazine “At the wheel”.

Ekaterinburg S. Chebotarev

A driver with an experience of 29 years writes to you. I have been writing ZR since 1972 and I will write it out until I forget how to read.

Thanks for helping all of us drivers. How many you help out on the road! Himself repeatedly, using the advice of the magazine, he emerged with honor (and low cost) from critical situations on the road, in repair. The money that I spend on a subscription is more than returned to me by the magazine in the form of saving money, time and nerves.

Krasnodar Territory B. Baghdasarov

Sometimes in the materials about the tests, you read: “the brakes are effective” (“ineffective”), “the acceleration is good”, but “does not fire”. Give better specific braking distance, give acceleration time using different measurement techniques. In general, there is more technical information: the external characteristic, the curve of the moment, the work schedules of shock absorbers, but interestingly enough. Serious testing involves repeated testing of the car on special test tracks (and not on any Khodynka) in standard, strictly regulated conditions.

Moscow E. Pashkevich

I want to thank the editors for what you are doing. I have a very small driving experience, and I did not have to suffer from the arbitrariness of the traffic police, but many of my friends got it from them. Violence against a person, regardless of who creates it - an abstract "state" or a particular official, remains violence. All these years, drivers have felt lonely in the fight against monsters in uniform (or suits, everything is the same). There must have been someone who united us. This "someone" became "Behind the wheel." Having seen how many of us, we felt the power and ability to change something for the better in life. I wish us and the magazine good luck in this difficult matter.

St. Petersburg K. Kalinin

Sphere of employment: 1 - industry;

2 - agriculture; 3 - construction; 4 - commerce, trade; 5 - healthcare, education, culture; 6 - transport; 7 - finance, insurance; 8 - government bodies. management; 9 - law enforcement;

10 - military service; 11 - students;

12 - retired, unoccupied; 13 - other.

Do you use advertising in a magazine: 1 - constantly to select products; 2 - I read out of curiosity; 3 - I do not read.

Distribution of readers by age categories.

How do you get a magazine?

Distribution of readers by average monthly income per family member.

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