CNW Marketing Research

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CNW Marketing Research, Inc.
Type Private
Founded 1984
Headquarters Bandon, Oregon, United States
Key people Stephanie Yanez, Art Spinella
Industry Marketing Research/Consulting
Products Publications, Data
Services Consulting, lease portfolio analysis, executive sessions
Website CNWMarketingResearch.com
cnwmr.com

CNW Marketing Research, Inc. (CNWMR), known primarily as an automotive marketing research company, is a private company founded in 1984. It operates separate research offices covering the automotive, computer, electronics, housing, and personal investment industries, as well as a research office covering political issues.[1][2] CNW is a reclusive firm and has been the subject of some controversy (see below) and has subscribers in nine countries and include government agencies, Wall Street brokerage houses and financial institutions. Major clients include Gannett Newspapers, Time Inc., Meredith Publishing (Better Homes et al) as well as a long list of corporate clients.

The CNW stands for Coastal Northwest, a consumer magazine founded by Stephanie Yanez Spinella and husband Art Spinella, which was published for only one test issue.[2] Beginning as Coastal Northwest Publishing Company in 1983, according to Art Spinella, it became CNW Marketing/Research in 1984. The slash was dropped with the advent of the internet, making its name CNW Marketing Research, Inc.

CNWMR performs research into consumer motivations and decisions in automotive purchases, and reports a variety of data related to market forecasting. The company's website states that its research and data publications are provided to more than 10,000 subscribers in print and on-line formats, with annual subscription prices list as beginning at $400.[3][4] It publishes a monthly Retail Automotive Summary periodical, Home and Shelter Update newsletters, Purchase Path studies, sales forecasting and other industry analyses.[5] Current leasing and other trends are tracked regularly through data gleaned from insurance companies, providing a unique data view used by the automotive industry, industry analysts and government agencies.[2]

Contents

[edit] Key personnel

Art Spinella was named automotive division president or company president in 2001,[1] 2002,[5] or 2003,[6] according to various accounts, after serving as vice president and general manager since 1992. Often misattributed as the president in articles from 1992 through 2000,[7][8][9] he was described as an auto leasing newsletter editor and director of automotive research at the company prior to 1992.[10][11]

Stephanie Yanez is currently listed as the CEO, previously identified as president of CNWMR in 1995,[2] until as recently as 2003.[12]

[edit] Offices

The company's website lists only a Bandon, Oregon P.O. Box as an address, and its "call centers, data center, and field offices are off limits" to clients and other visitors.[1]

[edit] Controversy

CNWMR's publication "From Dust to Dust" [1] claims that a Hummer is more efficient than a Prius, despite the fact that a Prius is one-third the weight of a hummer and gets between four and six times better mileage. CNWMR claims that their efficiencies are based on Priuses lasting only 109,000 miles whilst Hummers run for more than 300,000. Arguments against the claim call the methods of analysis that produced these figures questionable.[13][14][15]

[edit] References

  1. ^ a b c Frequent Questions (Company website). CNWMR. Retrieved on 2007-08-12.
  2. ^ a b c d Associated Press. From Deep in the Woods, He Tracks Autos: Oregon Main Follows the Money Trail by Computer The Wichita Eagle, via nl.newsbank.com, 1995-03-05. Retrieved on 2007-08-12.
  3. ^ About Us (Company website). CNW Marketing Research, Inc. Retrieved on 2007-08-12.
  4. ^ Products (Company website). CNW Marketing Research, Inc. Retrieved on 2007-08-12.
  5. ^ a b Roberts, Ted. Interview with Art Spinella, President, CNW Marketing Research. Automotive Digest, via automotivedigest.com, 2007-04-19. Retrieved on 2007-08-12.
  6. ^ Automotive News World Congress: Speakers. (Commercial website). Automotive News. Retrieved on 2007-08-12.
  7. ^ Hudson, Thomas B. "Consumer leasing and personal property financing developments: early termination provisions in automobile leasing contracts". Business Lawyer, via highbeam.com, 1993-05-01. Retrieved on 2007-08-12.
  8. ^ Brown, Warren and Leslie Walker "3 Big Carmakers to Create Net Site for Buying Parts". The Washington Post, via highbeam.com, 2000-02-26. Retrieved on 2007-08-12.
  9. ^ Knight-Ridder. "U.S.-Built Cars Score High in New Survey" The Buffalo News, via nl.newsbank.com, 1995-03-07. Retrieved on 2007-08-12.
  10. ^ Bryant, Adam. "Chrysler Takes Steps To Lift Sales". The New York Times, via TimesSelect select.nytimes.com (subscription required), 1991-08-30. Retrieved on 2007-08-12.
  11. ^ Bryant, Adam. "Oldsmobile Cutting Rate On Leases". The New York Times, via TimesSelect select.nytimes.com (subscription required), 1991-12-06. Retrieved on 2007-08-12.
  12. ^ Simon, Ruth and Zachery Kouwe. "Why a Rate Cut Might Hurt You". The Wall Street Journal, via wsj.com, 2003-06-23. Retrieved on 2007-08-12.
  13. ^ "The Hummer vs. the Prius", San Francisco Chronicle, June 4, 2007
  14. ^ Brendan I. Koerner, "Tank vs. Hybrid: IS IT POSSIBLE THAT A HUMMER'S BETTER FOR THE ENVIRONMENT THAN A PRIUS IS?", Slate magazine, March 18, 2008
  15. ^ Cecil Adams, "Are electric cars really more energy efficient?",The Straight Dope, April 4, 2008