BMRC 1990
Where have all the reading businessmen gone?
Michael Ryan
In the second of two articles about the recently published BMRC 1990 (the principal UK press planning tool for reaching business readers), Michael Ryan summarises the findings, and uses 1973 and 1980 data to show that most of the changes since 1988 are part of longer trends. Most publications in most sectors have seen a decline in businessmen readers, not offset by incoming new titles. However businessmen are not consuming less media: moreover their profile has changed, and there are more of them. Improved prompt aids - mini-mastheads -...