Magazines
A medium for opinion leaders, a medium for audience leverage
Eric VernetteUniversity of Toulouse I andBruno SchmutzHFM/Interdeco Global Advertising
Introduction
Consumer attitudes are increasingly intricate, and predicting them accurately becomes very challenging. Very often, advertisers and media companies alike, when defining their target audiences, keep rehashing traditional sociodemographic variables such as gender, age, income level, etc., in spite of the fact that such criteria are no longer adequate to probe and accurately anticipate consumers' behavioural patterns. In order to understand better such developments, some market researchers pointed to the fact that actors exchange information and...