CNW Marketing Research

Infobox_Company
company_name = CNW Marketing Research, Inc.
company_
company_type = Private
company_slogan = Clarity. Context. Vision.
foundation = 1984
location_city = Bandon, Oregon
location_country = United States
key_people = Stephanie Yanez, Art Spinella
industry = Marketing Research/Consulting
products = Publications, Data
services = Consulting, lease portfolio analysis, executive sessions
homepage = [http://www.cnwmarketingresearch.com CNWMarketingResearch.com]
[http://www.cnwmr.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. [http://www.cnwmr.com/frequentquestions/ Frequent Questions] (Company website). CNWMR. Retrieved on 2007-08-12.] Associated Press. [http://nl.newsbank.com/nl-search/we/Archives?p_product=WE&s_site=kansas&p_multi=WE&p_theme=realcities&p_action=search&p_maxdocs=200&p_topdoc=1&p_text_direct-0=0EADB66EE063A81D&p_field_direct-0=document_id&p_perpage=10&p_sort=YMD_date:D&s_trackval=GooglePM 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.] 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. 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. [http://www.cnwmr.com/sv001data/ About Us] (Company website). CNW Marketing Research, Inc. Retrieved on 2007-08-12.] [ [http://www.cnwmr.com/products/ Products] (Company website). CNW Marketing Research, Inc. Retrieved on 2007-08-12.] It publishes a monthly "Retail Automotive Summary periodical", "Home and Shelter Update" newsletters, "Purchase Path" studies, sales forecasting and other industry analyses.Roberts, Ted. [http://www.automotivedigest.com/include/3697.html Interview with Art Spinella, President, CNW Marketing Research] . "Automotive Digest", via automotivedigest.com, 2007-04-19. Retrieved on 2007-08-12.] 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.

Key personnel

Art Spinella was named automotive division president or company president in 2001, 2002,or 2003, [ [http://www.autonews.com/files/06worldcongress/anwc_speakers.html#spinella Automotive News World Congress: Speakers] . (Commercial website). "Automotive News". Retrieved on 2007-08-12.] 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, [Hudson, Thomas B. [http://www.highbeam.com/doc/1G1-13969699.html "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.] [Brown, Warren and Leslie Walker [http://www.highbeam.com/doc/1P1-25074282.html "3 Big Carmakers to Create Net Site for Buying Parts"] . "The Washington Post", via highbeam.com, 2000-02-26. Retrieved on 2007-08-12.] [Knight-Ridder. [http://nl.newsbank.com/nl-search/we/Archives?p_product=BN&p_theme=bn&p_action=search&p_maxdocs=200&p_topdoc=1&p_text_direct-0=0EAF986743785C3A&p_field_direct-0=document_id&p_perpage=10&p_sort=YMD_date:D&s_trackval=GooglePM "U.S.-Built Cars Score High in New Survey"] "The Buffalo News", via nl.newsbank.com, 1995-03-07. Retrieved on 2007-08-12.] he was described as an auto leasing newsletter editor and director of automotive research at the company prior to 1992. [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.] [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.]

Stephanie Yanez is currently listed as the CEO, previously identified as president of CNWMR in 1995, until as recently as 2003. [Simon, Ruth and Zachery Kouwe. [http://online.wsj.com/article/SB105647751527098700.html?mod=googlewsj "Why a Rate Cut Might Hurt You"] . "The Wall Street Journal", via wsj.com, 2003-06-23. Retrieved on 2007-08-12.]

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. [http://www.nvo.com/cnwmr/frequentquestions/ FAQ ] ]

Controversy

CNWMR's publication "From Dust to Dust" [http://cnwmr.com/nss-folder/automotiveenergy/] claims that for the 2005 model year a Hummer H2 or H3 (but not the H1) 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. [ [http://www.sfgate.com/cgi-bin/article.cgi?file=/chronicle/archive/2007/06/04/EDGI7Q63U01.DTL "The Hummer vs. the Prius"] , "San Francisco Chronicle", June 4, 2007] [Brendan I. Koerner, [http://www.slate.com/id/2186786/ "Tank vs. Hybrid: IS IT POSSIBLE THAT A HUMMER'S BETTER FOR THE ENVIRONMENT THAN A PRIUS IS?"] , "Slate" magazine, March 18, 2008] [Cecil Adams, [http://www.straightdope.com/columns/080404.html "Are electric cars really more energy efficient?"] ,"The Straight Dope", April 4, 2008]

CNWMR has updated their original "From Dust to Dust" study in 2007 and 2008, in both years hybrids and the Prius specifically have improved and no longer cost more per mile compared to large SUVs. [http://cnwmr.com/nss-folder/automotiveenergy/107%2008%20Models%20Cost%20Per%20Mile%20From%20Low%20to%20High.xls]

References