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Nearly 3 million times each month, small business owners use the resources at their local public library to support their business, and a new product feature from Gale, part of Cengage Learning, will make that research more productive and profitable. Updated features added to DemographicsNow: Business and People, an online business and residential reference tool, will enable business owners and entrepreneurs to better identify, target and service customers.
“Libraries are good for business,” said Frank Menchaca, senior vice president, global product management for Gale. “Providing tools such as our enhanced DemographicsNow product will help directly aid small business owners and entrepreneurs and, importantly, more clearly demonstrate the value libraries bring to the community.”
DemographicsNow: Business and People provides detailed demographic data on more than 23 million businesses and 206 million consumers. A new data uploading feature allows business owners to securely upload their customer or business data to the tool, and blend it with rich consumer information, like demographics, psychographics, and consumer segments. A customized report is generated that provides valuable insights for business owners, such as who is currently being served by their business, and who isn’t, so they can make adjustments in their products or services to grow their customer base and their revenue. The existing custom geography selection functionality also provides the ability to input a single target location and to define trade areas.
In addition to this new feature, existing functionality is also being updated with improved navigation, the ability to download multiple demographic reports at once, and improved mapping and file format capabilities. Students studying business, sociology, finance, marketing, public administration and political science will also benefit from these enhancements.
For more information on DemographicsNow: Business and People and these latest enhancements, please visit gale.cengage.com or the Gale blog. To request a free trial or speak with a Gale spokesperson, please contact Kristina Massari.
About Cengage Learning and Gale
Cengage Learning (cengage.com | gale.cengage.com) is a leading educational content, technology and services company, empowering educators and driving learner engagement through personalized services and course-driven digital solutions that bridge from the library to the classroom. Gale, part of Cengage Learning, serves the world’s information and education needs through its vast and dynamic content pools, which are used by students and consumers in their libraries, schools and on the Internet. It is best known for the accuracy, breadth and convenience of its data, addressing all types of information needs from homework help to health questions to business profiles in a variety of formats.
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kristina.massari[.]cengage.com 
