Solved: 1 Analyze Meredith s marketing information system

What are its strengths

1. Analyze Meredith's marketing information system. What are its strengths and weaknesses?

2. Can impersonal data points really result in meaningful relationships? Explain.

3. Does Meredith's marketing information expertise transfer into other media and products?

4. As a company still heavily rooted in print, what does Meredith's future hold?

5. What recommendations would you make to Meredith's executives?

You may not recognize the name Meredith Corporation, but you have certainly heard of the
magazines it publishes. Better Homes and Gardens, Ladies' Home Journal, and Family Circle
are some of its oldest and best-known titles. Meredith has been publishing magazines for more
than 100 years and maintains many top- 10 titles, both by category and overall. With a total of
21 subscription magazines, Meredith is also the creator of American Baby, Parents, Fitness,
Midwest Living, Every Day with Rachael Ray, and MORE. This powerhouse publisher also
produces 150 special interest publications-the kind that are available only at retail outlets.
Meredith's magazines have a combined circulation of 30 million-Better Homes and Gardens
alone reaches over 7.5 million paid readers each month.

If Meredith's magazines sound like something your mom would read, that's intentional. Meredith
caters to women. In fact, Meredith has become the undisputed leading media and marketing
company focused on women. It has earned this reputation by developing an expertise in
managing deep relationships with female customers. With core categories of home, health,
family, and personal development, Meredith's goal is to touch every life stage of women, from
young adults and new parents to established families and empty nesters.

Print media is hardly a growth industry-in fact, it's been declining in recent years. But building an
empire on magazines doesn't mean that Meredith has painted itself into a corner. In fact,
Meredith no longer describes itself as a magazine publisher. It claims to be a creator of
"content," delivered to women "whenever, wherever, and however [they want] it." Long before
print media began its decline, Meredith expanded into television stations, cable programming,
and Internet sites.

Today, Meredith has a strong foundation on the Internet and is investing heavily in its future. For
example, digital versions of most of its magazines are now available on Google Play. It recently
paid $175 million to acquire Allrecipes.com, the largest online food site in the country. With that
one acquisition, Meredith doubled the reach of its network of more than 50 online sites to an
average of 40 million unique visitors each month. Its Internet empire also includes BHG.com,
Parents.com, Divine Caroline .com, and FitnessMagazine.com to name just a few. This network
allows Meredith to do more than just distribute content; the company has also become proficient

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 in social networking. With so many brands available through print, television, online, mobile, and
video, Meredith plans to continue to touch women's lives in meaningful ways for a long, long
time.

Whether through print, broadcast, or digital media, how has Meredith been able to achieve
success as the leading expert on women? In short, Meredith knows women. The company
knows women through a continual strategic effort to manage marketing information about them.
In fact, Meredith's marketing information system is its core competency. That system produces
customer insights that allow the company to understand women's needs and desires and
maintain strong relationships with them.

ANSWER
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strengths/

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