The changing print media marketplace

A paper from the 1991 International Readership Research Symposium in Hong Kong. This is a wide-ranging review of the world's print media industry and how it is changing fast, becoming both more complex and more multi-national.

The changing print media marketplace

Dawn Mitchell

The world print media industry's changing fast, becoming both more complex and more multi-national. Some research implications: techniques to handle the new complexities; the need for more, faster, different and sometimes international data; the cost of all this.

Audience researchers must not become too isolated from the other factors which drive the publishing business. Of course we can, and should, hold on to the basic values of reliable and valid research practice, as well as providing continuous measurement of change in the media marketplace. Nevertheless we must try to respond to the...

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