October 2001

Research As An Investment

Many will recall the television advertising campaign of 20 or so years ago with Victor Kiam telling viewers he “…liked the Remington Electric razor so much, that he bought the company!” That’s pretty darned close to the story here at Belden Associates.

The announcement circulated last week, but for those who didn’t catch up to it (we apologize!), on September 18, senior management, in the form of a limited partnership, acquired the assets of Belden Associates from Media Advisors International, our owners of the past three years.
We like the company so much…felt so strongly committed to the newspaper world…and believe so much in our many partnerships and developing initiatives, we bought the company!

What does it mean…to you and to all of us here?

From every perspective, it’s GOOD NEWS!

For Belden Associates clients and those contemplating an engagement, the change should be virtually invisible…as seamless as you can imagine. The same people – with perhaps a critical addition or two – will be in place. If our planning is sound, technical issues surrounding email, computers, printing, etc. will be in good shape and communication and execution of research will continue as if nothing happened. Timetables met, research fielded, management reports and analysis still in your hands to drive strategic decisions and better support advertising campaigns. Perhaps most importantly, with every bit of our experience in tact, the ability to put research results in context and advise and recommend is as valuable as ever.

From the Belden point of view, it means we’re leaner from a corporate standpoint with more resources devoted towards delivering research and finding improved ways to anticipate and meet client needs.

It means that we’ll be able to save a dollar or two, while at the same time, make a more significant commitment to research and development and consulting. Additional good news.

We’re all terribly excited, and as you might expect, both humbled and nervous about this transition. However, we feel confident this is a sound decision, based upon what’s best for all the stakeholders. The timing has us a bit anxious, but that’s something completely out of our control – we’ll work to control that which we can! We’re counting on each and every friend and client to sound off with suggestions, ideas, ORDERS (?!!) and feedback whenever and as often as possible.

Here’s why we made this move: we love newspapers! Whenever someone joins our team we tell ‘em Belden is “…helping newspapers save western civilization.” Nothing less. If that’s not a noble calling, I don’t know what is? And, while we might be accused of hyberbole, the newspaper world – and, all it’s evolving in to – is MORE than making widgets or delivering a service. We ALL have a higher calling and responsibility. What everyone of us does IS very important.

Plus, from a purely commercial point of view, newspapers increasingly recognize one of the key sustainable strategic advantages they have is audience. With solid research to define, segment, understand and market that audience, newspapers future – no matter how and what convergence means – is very bright indeed. We’re eager to play a role in, and help ensure that bright future.

Even as the Internet creates a host of new wrinkles to contend with, we’re finding good news. Experience and instincts don’t translate well as we make “online” decisions, so more research is required! Most of our work suggests a symbiotic relationship between the Internet and newspaper!

There really isn’t a downside. We might end up moving and – again – no one is excited about that. Email addresses will probably change – you’ll get plenty of notice. And, surely there will be a surprise or two – we hope good ones. But, more than anything else there’s a renewed sense of enthusiasm, dedication and “ownership” from everyone here.

We all look forward to proving it!!