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Who Pays for Magazines? Advertisers or Consumers?
David E. Sumner, Journal of Advertising Research, Vol. 41, No. 6, November/December 2001
This study compared change in prices paid by consumers with those paid by advertisers for 96 major magazines published continuously between 1980 and 1998.
This study compared change in prices paid by consumers with those paid by advertisers for 96 major magazines published continuously between 1980 and 1998. Advertisers are paying a whole lot more while consumers actually paid less for subscriptions (in inflation-adjusted dollars) than they did in 1980.
Why Did This Journal Reject Your Article?
A Wolfe, International Journal of Advertising, Vol. 19, No. 1, 2000
The International Journal of Advertising regularly receives four times as much material as it has space to publish.
The International Journal of Advertising regularly receives four times as much material as it has space to publish. The retiring editor explains the peer review and other selection procedures used to determine which articles will be accepted or rejected for publication, together with some guidelines to help intending authors improve the chances of getting their submissions accepted.
Using Market Research in Early Stages of Product Development. Is There a 'One' Way?
W Moltmaker and M Luif, ESOMAR, Strategic Publishing, Milan, October 1999
In April 1999, VNU Tijdschriften (The Netherlands) launched a young women's magazine named One. This launch was preceeded by intensive market research.
In April 1999, VNU Tijdschriften (The Netherlands) launched a young women's magazine named One. This launch was preceeded by intensive market research. This paper tells the story of the new magazine and describes the elements of the market research. It demonstrates that product development based on research is indeed possible, while magazine makers tend to believe that an 'intuitive' approach is the only way.
Coordinating Globality and Peculiarity. The Case of a Successful Adaptation in the Spanish PC Magazine Market
M Moro, C Valencia and P Fontcuberta, ESOMAR, Strategic Publishing, Milan, October 1999
This paper examines the role of research in the process of adapting international publishing products to local markets.
This paper examines the role of research in the process of adapting international publishing products to local markets. In this specific case, the goal was to adapt a computer magazine that had been successfully launched in Germany to the Spanish market. This paper describes how research contributed to the process. We employed an exhaustive ad hoc research process that combined qualitative and quantitative techniques to reinforce the true and differential essence of the offering, and to uncover the attributes most appreciated by consumers. The positive results drawn by the first issues of the magazine support the work performed.
What Kind of People does the New Gulliver Address?
F Franzoni and Ilaria Presotto, ESOMAR, Strategic Publishing, Milan, October 1999
In the second half of 1998 the publishing firm De Agostini Rizzoli opted for a restyling of the magazine Gulliver, envisaging not only changes in graphics but also contents.
In the second half of 1998 the publishing firm De Agostini Rizzoli opted for a restyling of the magazine Gulliver, envisaging not only changes in graphics but also contents. The study carried out - after the publishing firm prepared the 'trial' issue - was designed to provide a profile of the potential purchaser, discovering the possible discriminating features beyond 'elementary' segmentations such as age, education, purchasing power and liking of the proposal. The expectation profiles concerning the magazine and travels made it possible to single out the most profitable segments for the publisher.
Vision and research. The launching of the news-magazine focus in Germany
Ulf-Dieter Filipp, ESOMAR, Publishing, November 1995
The subject of this contribution is the successful market-launch of the news-magazine FOCUS in Germany in 1993.
The subject of this contribution is the successful market-launch of the news-magazine FOCUS in Germany in 1993. We shall begin by examining the genesis of the magazine: from the original conceptual vision to the point of its realisation. Central to the contribution is the accompanying market research. This was conducted by renowned market-research institutes, which examined, from differing perspectives, the consumer, the reader, and the market. Infratest, Munich, conducted advance studies among potential readers, a point of sale survey on the first day of issue as well as follow-up surveys among readers. Media Market Analysis delivered the first range and structure data. Sinus, Heidelberg, examined the milieu-membership of subscribers. The Sample Institute, Mölln, appraised the readers, catalogued their personality traits, identified types and created attitude constellations. The Institute for Opinion Research, Allensbach, conducted copy-tests. The Institute for Communication Research at the University of Munich analyzed the content of FOCUS and DER SPIEGEL.
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