Subject Index
 

To help improve brand loyalty and influence buying decisions, more advertisers are launching their own magazines. These titles have the look, feel, and editorial integrity of a newsstand publication, ...

Why are people increasingly becoming inattentive to advertising and what can we do about it? These are the questions that Darran Snatchfold, advertising marketing manager at IPC Prospector, addresses ...

Commentators review the current status of various media in the United States. 1) Consumer magazines: succeeding by engaging with the ‘I-culture’ and getting closer to the individual desires of their r ...

Jacqueline Harding, BBC Worldwide Children’s Magazines, considers the challenges for children of modern media and explains the educational value of character-led, preschool magazines within the contex ...

The author asks whether the present favourable move towards magazine advertising is a real trend, and concludes that it is. He offers three reasons why: - (1) there is clear and long standing evidenc ...

With dramatic changes in the kid's media marketplace in recent years, what sort of relationship do children now have with magazines and newspapers? How do publishers maximise their opportunities in th ...

The author, from Reader's Digest, describes how magazine issues can be customised into targeted, quantifiable marketing events. These can assist marketers with a wide range of marketing problems - fr ...

In early 2001, the author looks at the challenges and opportunities for magazines in the USA - especially new circulation strategies, website convergence, and globalisation.

The author, from a major US magazine company, considers the biggest crisis facing magazine publisher in the USA - the chaos, and possible collapse, of the magazine distribution system (to newsstands).

Familiar magazines can function as a guide for women online. The number of Dutch households connected to the internet doubled in the period from mid-1999 to mid-2000 to a total of 2.7 million, which i ...

This paper describes applications of virtual reality shopper research systems for improving the presentation of print concepts to consumers, and for collecting relevant purchase data in a computer-gen ...

In early 2000, the author looks at the challenges and opportunities for consumer magazines in the USA - especially audience involvement as providing the medium's key advertising advantage.

Discusses the state of US consumer magazines in 1999, and predictions for the future.

Discusses the `Star Techies': the problem of communicating with owners/users of high-tech products in the US. Analysis of SMM (Simmons' Study of Media and Markets, equivalent to the UK's TGI) describe ...

Surveys the current state of magazine readership research in the US. Research has moved away from being a tool for publishers to sell against each other towards addressing the key business interests o ...

Describes a survey carried out by RSGB for Vogue magazine. Aims to illustrate how a well-thought-out and creatively interpreted project can have a positive effect on the commissioning company, by enha ...

A brief account of how the structure and style of consumer magazines marketing has changed since the late 1960s.

How to deal with the many media representatives that want to make calls on agency media departments. There is an increase in the number of reps but a decrease in number of staff in media departments. ...

This paper describes the construction of a typology of readers of women's magazines, which was able to identify three basic profiles characteristic of the Brazilian market: the protected woman, the st ...

This essay is about the strategic thinking, intuitive feelings and analytical work behind the launch of one of Sweden's most successful weekly magazines. It describes in steps the combination of facto ...

Reviews the trends likely to shape the consumer magazine market during the next ten years. These include 1) economic and competitive pressures: the market's growth, advertising trends, and circulation ...

The specialist consumer magazine sector has seen rapid circulation growth in recent years, but reliable readership data are currently available only for a handful of titles. This article describes res ...

This paper explores the dynamics within the youth market. This is a publishing market subject to great volatility. With reference to British magazines, the paper gives examples of how it can be contro ...

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 vi ...

In reviewing John Wharton's important recent book ('Managing Magazine Publishing', Blueprint), the writer also adds insights of his own into the nature and responsibilities of magazine management. Par ...

Print is different from television. But the principles that help to make a print ad work better or worse are not generally agreed. Informed partly by numerous magazine ad pre-tests, partly from origin ...

Why UK publishers need to look again at the business opportunities beyond national frontiers. A degree of internationalisation already exists across Europe, but the UK is poorly represented amongst ac ...

For both planners and clients, the crock of gold has always been to find some objective way to compare their media options - e.g. colour pages versus 30 second TV spots, or a combination. Reach and fr ...

Ten years ago the patterns were fairly clear in terms of who used consumer magazines, which ones, and why. Today the medium is seeing new faces, serving redefined roles, and presents far more complex ...

The abolition on March 1st, 1991, of the TV listings monopolies held by the Radio Times and TV Times has created a new and confusing situation. The authors look at the information available about this ...