Keeping young readers. Strategic publishing and advertising accountability

Geoff Wicken

This paper explores the dynamics within the youth market. This is a publishing market subject to great volatility.

Keeping young readers. Strategic publishing and advertising accountability

Geoff Wicken GMRB International, United Kingdom

 

'Niche targeting' is a term much applied to many markets, magazine publishing among them. It is the publishers of youth magazines for whom it is most important to get it right. A magazine has to be well targeted to attract young readers at all - yet in the key teenage market, its appeal has to be concentrated to a three-year age band. The volatility in readership of young peoples' publications...

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