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...