Research in magazines: panel studies in Dunia, Cosmopolitan and Marie Claire Spain

Teresa Osma and Elena Sanchez Fabres

This paper concerns the creation and use of a readers' panel for Gruner + Jahr's three monthly women's magazines in Spain: Dunia, Cosmopolitan and Marie Claire.

Research in magazines: panel studies in Dunia, Cosmopolitan and Marie Claire (Spain)

Elena Snchez Fabrs and Teresa OsmaGruner + Jahr (Spain)

INTRODUCTION

In Gruner + Jahr's advertising department there was a need for the creation of a fast, reliable tool for us to get to know our readers better. The General Media Study (EGM), which measures readership in Spain, does not give details necessary for the purposes of our advertisers, especially in terms of consumer habits and product brand names. We also wanted to create a tool so our own customers could...

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