New opportunities for print vehicles. Results from the Italian media product survey on behalf of the technical committee of Audipress

Luisa Pogliana

At the end of 1993, Audipress, the Italian national readership institute, launched an experimental survey which, in addition to the main focus of the survey, readership habits, also examined general buying habits.

New opportunities for print vehicles. Results from the Italian media product survey on behalf of the technical committee of Audipress

Luisa Pogliana Arnoldo Mondadori Editore, Italy

THE SURVEY AND ITS METHOD

The research was carried out in two cycles (Autumn 1994 and Spring 1995). Overall, 39,412 representatives of the Italian adult population were interviewed and 163 titles were considered: forty-nine daily newspapers and three weekly supplements, thirty-seven weeklies and seventy-four monthlies.

The main methodological choices were the following:

  • to collect information on a wide range of products and services (290 markets,...

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