Case Study: Christian Science Monitor achieves deeper audience understanding to attract younger readers with iModerate

In order to attract a younger reader, CSM had to understand their likes, dislikes, wants, and needs

Christian Science Monitor (CSM), a print publication with a loyal but aging readership (30% over age 70), needed to attract younger readers by understanding their news preferences, habits, and unmet needs. Quantitative segmentation existed, but CSM lacked the deeper “why” behind audience behavior that would inform editorial and marketing strategy.

CSM partnered with iModerate (a division of 20/20 Research) to run qualitative, one‑on‑one conversations that brought audience segments to life and revealed specific likes, dislikes, and preferred news sources. The insights reinforced CSM’s editorial focus on the human element, energized journalists with concrete story examples, and validated marketing claims about CSM’s balanced reporting—exactly the attribute the target audience is looking for.

Christian Science Monitor