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Art Spinella  
CNW Research  
PO Box 744  
Bandon, OR 97411  

[email protected]  

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Can you define your company?


We study how people spend the money they have available to them.

Within that context we look at five industries: Automotive, High-end home electronics, Single-family housing, Personal investments and In-home computers. We also have a political research office and recently performed some drug-related studies for a government agency.

While we are most known for our automotive research, we are NOT an automotive research company, per se. We look at the automobile business in the context of how it fits into consumer buying patterns with all the appropriate whys and wherefores.

What people made CNW so great?

Good question.

Everyone has people who steered him or her in the right direction or challenged him or her to find new ways of viewing life.

For Art, it really came down to the following:

Mr. John Tenbush at University of Detroit High School. He flunked Art three times in English, sending him to Mumford High for summer school. That taught him a key lesson: Never do anything twice. Do it right the first time.

Then there was John Reddy, managing editor of The Eccentric newspaper in Birmingham, Michigan. Art was first a rookie reporter then business writer / editor for the paper's new "Men's Section" a term PC'd out of existence.

John gave Art leeway to experiment with newspaper page layout, story content, new ways of looking at how a print medium could be used and viewed by readers. His casual guidance was unrecognized at the time (what 24 year old has the vision or insights to see someone is actually helping) and would let Art's imagination reach the pages of The Eccentric.

John was an invaluable asset to the development of CNW's managment philosophy because we strive to do things a bit differently and, like him, give employees freedom to roam, to discover new viewpoints and roads to travel.

Two folks at Ward's Automotive: Roger Kelly, one-time owner and publisher of Ward's Automotive, who provided a balanced, gentlemanly view of how employees should be treated; Dick Waddel, the consumate reporter who insisted that even the most complex issue could be written so anyone could understand it.

Dick Freed and Allen Crown, business publication publishers, carried on where John left off giving Art almost unlimited freedom to experiment with magazine content and design. All on a shoestring. Combined, they published one of the most successful auto trade magazines ever.

Jerry Baron, publisher of a Scripps daily newspaper in Oregon. A bit crazy, an artist and one of the best news writers who ever lived. True story: When he was a reporter on The World newspaper way back when, his editor/publisher would actually allow him to write breaking news stories on the Linotype machine directly to lead rather than a typewriter.

Jerry insisted on getting it right and would let you know in loud and direct terms if he was not happy with your work.

He also gave Art a chance to re-enter the newspaper business even though he had been away from it for decades and his latest job was a DJ at a local radio station. Jerry also authorized -- without the parent company's knowledge -- a special business-tab insert proposed by Art which became a successful revenue generator.

Finally, J. David Power. Dave provided important personal and business insights into the mysteries of surveying consumers as well as how to interpret their responses.

A low-key sort of guy who spoke little but said a lot when he did. Art's association with Dave took place in the 1970s and was outrageously important to the notion of even starting CNW Research a decade-plus later.

What, no women?

Well actually two: Art's mom Mary who even in the most stressful of times taught him to be positive and play "duck" -- as in letting negatives roll off your back.

And, of course, Art's wife Stephanie, love of his life, who keeps him from going too far off the deep end, sets loose boundaries and won't let him get too swelled a head.

Who is Art Spinella?

 Art was named President of CNW Marketing Research, Inc. on January 12, 2001, but he still reports to the all-knowing yet unseen CEO and Managing Director Stephanie Yanez. He spent 20 something years as a newspaper and magazine editor and learned the market research craft from none other than J. D. Power (the person, not the company). His resume is too long and too boring to detail here, but those in the know consider it to be impressive.

Who is Stephanie Yanez?

We get asked that alot. Actually she is one of the founding partners who is currently learning to ride a motorcycle so she can get a Harley by the end of 2007. (She did, by the way.) Nothing, and we mean nothing, gets done without her official oky-doky.

Someone told me you require people to be "nice." Please explain.

One of the great things about being privately owned is that we can pick and chose who we want to do business with. We have never had a salesperson. All subscribers and clients come to us by word of mouth.

We avoid giving "tours" of our facilities because they are disruptive to people who work at our various locations. Actually, we simply never give such tours. They're intrusive and not what we're about.

And most of all we dislike emails that SHOUT or missed appointments or rude demands. We're not perfect, Lord knows. There are times something will slip through the cracks. And we will apologize for that. But you can find more than few former subscribers who discovered we also expect civility.

We insist on seeing their facilities before we agree to hiring a supplier.

Not to be flip, because we fully understand some company executives don't feel comfortable in an electronic world, but if this is a requirement to do business with us, feel free to call and we'll give you the phone numbers for other research companies.


I'd like to come by and see your operation.

Nope. Our various operations -- call centers, data center, field offices -- are off limits. There's nothing to see and visits are disruptive to getting real work done.

Block Your Caller ID?

We respect your right to block caller ID. Remember, though, that we don't answer calls that are blocked. Why not? Blocked calls typically are folks we aren't interested in having a conversation with such as market researchers! (Sorry, boss, I had to include that.)

Is it true you have a CD?

Sure is. We think we're the first to offer a soundtrack CD for a company (obviously not counting music or movie sites). It's called "The Y Axis" for obvious reasons. And since everything we do begins with a question, the company's theme song is "Question Mark."

Explain the CNWbyWEB spreadsheets.

CNW M/R puts Excel spreadsheets in its CNWbyWEB service because virtually all clients and customers have this popular program. Note, however, that these are "checking" versions. Example: In the leasing by state (document 129) spreadsheet, the percentage of leases is entered and the number of leases is a share of total registrations. This is opposite what one might expect (solid number and a percentage derived from that number of leases vs total registrations). Originally, the latter method is used. To check the accuracy of the data, we will frequently reverse the order of data to make sure information wasn't entered incorrectly. Those checking spreadsheets are often the ones used in CNWbyWEB.

What does CNW stand for?

This is the most often asked question we receive. Why, we're not sure considering no one asks what the "R" in R. L. Polk or the "D" in J. D. Power stands for. CNW is short for "Coastal Northwest" where we have our main office. 

Where is Bandon, Oregon?

Our headquarters is located about 100 miles north of the California border on the Oregon coast. For more details, visit the "Bandonbythesea" web site by clicking on "Links."

Will you do a custom report or study?

Yes, but it requires a written request specifically outlining the information you are seeking. The request can be fax'd or e-mailed to us, but no phone requests are accepted.

How long does a custom report take?

It depends on the complexity of the request. After submitting your request, someone will let you know 1) if the information is available, 2) how much it will cost if anything, 3) how long it will take to complete the project. If the information is "off the shelf," and readily available, there frequently is no charge.

How is payment made for your services?

We don't care as long as it's legal tender. American Express, Mastercard and Visa are accepted or we can bill corporate accounts. Naturally, payment in advance is always nice.

Who pays for your studies?

CNW performs syndicated studies. That doesn't mean the mob is involved, only that we perform the study and then pray someone cares about the information we've learned. This protects you from seeing information that is skewed toward a particular point of view or company or product.

Why don't you do business in Alabama?

We recognize 49 states and the District of Columbia. We do not accept business from Alabama. It'll take more than one beer for any further details.


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