CNW Marketing Research
| Company type | Private |
|---|---|
| Industry | Marketing Research/Consulting |
| Founded | 1984 |
| Defunct | 2015 |
| Fate | Dissolved by remaining founder |
| Headquarters | Bandon, Oregon , United States |
Key people | Stephanie Yanez, Art Spinella |
| Products | Publications, Data |
| Services | Consulting, lease portfolio analysis, executive sessions |
| Website | CNWMarketingResearch.com cnwmr.com |
CNW Marketing Research, Inc. (abbreviated as CNWMR) was a privately held firm established in 1984, primarily focused on automotive marketing research. The company maintained research divisions addressing sectors such as automotive, computing, electronics, housing, personal investments, and political matters. Serving a subscriber base spanning nine countries, CNWMR catered to government bodies, Wall Street brokerage firms, and financial organizations. Its clientele featured notable names including Gannett Newspapers, Time Inc., Meredith Publishing (notably Better Homes), alongside various corporate entities.
The designation CNW originated from Coastal Northwest, a consumer magazine initiated by founders Stephanie Yanez Spinella and Art Spinella that released a single pilot issue. Initially operating as Coastal Northwest Publishing Company in 1983, the business transitioned to CNW Marketing/Research in 1984; the slash was eventually omitted with the advent of the internet era. Following the passing of co-founder Art Spinella in 2015, the company ceased operations as announced by Stephanie Yanez Spinella.
Specializing in consumer behavior and decision-making related to vehicle purchases, CNWMR delivered market forecasts and data-driven insights. Its publications reached an audience exceeding 10,000 subscribers via print and digital channels, with yearly subscriptions beginning at $400. Among its prominent offerings were the monthly Retail Automotive Summary and Home and Shelter Update newsletters, Purchase Path analyses, sales projections, and assorted industry reports. The firm consistently monitored leasing trends and other metrics using insurance company data—a distinctive viewpoint appreciated by automotive manufacturers, analysts, and regulatory agencies.
Key personnel
Between 2001 and 2003, Art Spinella held the position of president of the automotive division or the entire company after serving as vice president and general manager since 1992. Prior to that period, he worked as editor of an auto leasing newsletter and directed automotive research at CNWMR. Stephanie Yanez currently serves as CEO and was confirmed as president of the company as recently as 2003.
Offices
The company's website lists only a P.O. Box located in Bandon, Oregon. Its call centers, data processing facilities, and field offices are not open to client visits or public access.
Controversy
The CNWMR report titled From Dust to Dust (covering the 2005 model year) sparked debate by asserting that either a Hummer H2 or H3 proves more cost-effective per lifetime mile than a Prius. Although the Prius is lighter and achieves superior fuel efficiency, CNWMR contended that Hummers utilize less expensive technology and tend to be driven farther overall, with most expenses incurred during manufacturing and disposal phases rather than operation. Their analysis assumed higher mileage for Hummers compared to Priuses over an average span exceeding 15 years. While some critics challenged CNWMR’s methodology, the company responded with comprehensive explanations defending their findings.
In an update issued in June 2008 covering model years 2007–2008, CNWMR indicated that the Prius’s lifetime cost per mile decreased by 23.5% to $2.191 whereas the H3’s increased by 12.5% to $2.327. Their data suggested that hybrids such as the Prius had become less expensive per mile than large SUVs but still remained costlier than most traditional economy vehicles.