Subject Index
 

Preparing a media plan aimed at opinion leaders requires accurately identifying and describing the attributes of this target as well as measuring its affinities with different media. Our research find ...

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 ...

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 a ...

This study aims at analysing some of the most important Italian magazines for women. The survey investigates ten publications through a semiotic methodology, and presents their positioning and feature ...

Discusses the benefits of franchising or licensing media brands: i.e. offering appropriate products or services which tie in with and enhance the brand values of, say, a women's magazine. Importance o ...

Describes with examples from Superpanel/mediaSPAN data the benefits of basing media planning on purchasing behaviour, derived from single-source data, rather than demographics.

The author from major US publisher, Hachette Filipacchi Magazines, describes how events sponsorship - for sports, charity and promotional events - has benefited advertisers and the publications.

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 ...

It is often assumed that television is the only medium which can convey emotions. This paper argues that print advertisements are also capable of arousing emotions. A total of twelve magazine advertis ...

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 ...

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 ...

To obtain insights into how advertising works, it is important to appreciate the factors influencing its action on the public. It is necessary to define the term 'advertising' prior to going further. ...

Discusses how the magazine market has changed during the past 25 years. The pattern of the market only began to change seriously in the early 1980s. The author lists a number of factors which have com ...

Discusses the use of market research in the magazine industry, arguing that it should be a continuous process rather than just used when in business difficulties.