Our readers
We carry out at least 6 different research projects each year and our archives are - as a result - filled with detailed information about the kind of people who read Optician every week. So we thought it would be an interesting exercise to try to compile and condense this information into a relatively small number of "typical" readers, creating personas that we can use to more effectively focus our editorial content and help guide us as we develop our products and services. Broadly speaking, we have identified 7 groups of readers:1. Optometrist
2. Independent Practice Owner
3. Dispensing Optician/Franchisee
4. Contact Lens Optician
5. Practice Manager
6. Supplier
7. Student
For each reader group, we have created a network of communication methods and key message directions that we think will work most effectively. So for example, we create our subscription acquisition campaigns with these personas in mind, using different creative and offers for different groups.
As an advertiser, this is exactly the type of strategic thinking that you are also applying to your campaign planning. So please do talk to our account managers, Andrea Brunton and Karen Hicks, who will share our learning with you in order to come up with strategies that will maximise the effectiveness of your advertising spend.
All advertisements are subject to RBI's standard terms and conditions. Advertisers are reminded of their legal obligations under the Sex Discrimination Act 1975, the Race Relations Act 1976, the Disability Discrimination Act 1995 and the Employment Equality (Age) Regulations 2006. Click here for more information.
