Readership research for local free-sheets.

Since April 1994 the Bundesverband Deutscher Anzeigenblätter (BVDA) and its member publishers have been pursuing their concept of systematic readership research for editorial and advertising marketing.

Readership Research For Local Free-Sheets

Michael Wirkner Bundesverband Deutscher Anzeigenbltter e.V., Germany

FREE-SHEETS - A MATTER OF PREJUDICES

The advertising media competition in Germany is characterised by a controversy between public and private broadcasting stations. The former state that they produce "quality tv" the latter are seen by the masses. There is a similar controversy in the local markets between regional newspapers and local free-sheets. The former produce high quality papers with international, national and regional news whereas the latter are also read by the masses. In a country like Germany, lets call it a "premium country", everything is...

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