A new cultural Sunday magazine: emerging from research results

This paper describes the newspaper readership research carried out by Marketing Entrepreneur on behalf of the Argentinean daily morning paper 'Página 12'.

A new cultural Sunday magazine. Emerging from research results

Fernando Moiguer, Marketing Entrepreneur, SA, ArgentinaMaria Ana, Marketing Entrepreneur, SA, ArgentinaPaula Magarinos, Marketing Entrepreneur, SA, ArgentinaOscar Steimberg, University of Buenos Aires, Argentina andMarita Soto, University of Buenos Aires, Argentina

INTRODUCTION

To approach cultural objects and mainly media products involves a necessary adjustment of all the traditional instruments of market research to this particular study object.

Let us examine its specificity. We have to deal with massive products whose defining feature is being different each day, for instance in newspapers, or each...

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