Abstract
Trade Area Analysis for a Hispanic Bridal Magazine
Track: Business GIS
Author(s): Avijit Sarkar, Richard Greene
This case study focuses on the current distribution strategy of a Spanish-language bridal magazine launched recently by a small business firm based in southern California. Management’s objectives include increased circulation, development of a nationwide marketing strategy, and most importantly positioning the magazine as a brand name product in order to attract a reputed and committed roster of advertisers. GIS has been used to investigate the magazine’s current trade areas, compute accessibility of existing magazine distributors in relation to neighboring population centers, and test the statistical significance of spatial clusters of neighborhoods of similar demographic attributes. Geodemographic analysis was conducted to gain insights into customer characteristics in magazine distributor trade areas. A GIS-assisted framework to target wedding industry vendors as potential advertisers has also been developed.
Avijit Sarkar
University of Redlands
PO Box 3080
Redlands , California 92373
United States
Phone: 909-748-8783
E-mail: avijit_sarkar@redlands.edu
Richard Greene
Northern Illinois University, Department of Geography
1425 W. Lincoln Hwy.
DeKalb , Illinois 60115
United States
Phone: 815-753-6851
E-mail: rgreene@niu.edu