How many skin whitening users in Shanghai might read an early issue of this new magazine with no sales history?
We can identify the number of skin whitening users in the city. And we are able to profile them in terms of openness and willingness to read new magazines. For each woman in our panel, we also know what their incoming and outgoing pass-on behavior for magazines. Some assumptions or estimates are then needed to answer the question: cost of the first issue and availability. The latter point can be estimated by assuming it has the same distribution as another known title. A numerical estimate is provided and the client can then use this to negotiate with the publisher for best possible advertising rates.
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