Where does the magazine finish and the reader start? Or, where does the reader start and the magazine finish

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 structured woman and the active woman.

Where does the magazine finish and the reader start? Or, where does the reader start and the magazine finish?

Ldice Salgot (Editora Globo) and Jaime Troiano (Consumer Strategies), Brazil

INTRODUCTION

Traditionally there have been many indications that mass media feed on their public's expectations and perceptions. In fact, a considerable part of editorial projects are structured based on inputs offered by their prospective market, be it through surveys or through the experience of professionals working in this area.

On the other hand, we also know that the opposite is equally true. That is to say,...

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