Today, trend research can no longer be conceived in terms of updating motivations, attitudes and interests, but must also be understood as determination of reaction patterns to given environmental conditions. Based on continuous observation of the psychological variables within the population since 1973 it has to be noted that all in all an increase in individualisation is to be observed. This process of individualisation is however superimposed be fear and resignation due to a feeling of insecurity as to the further development of the personal economic situation. Work orientation is increasingly replaced by leisure-time orientation. This goes along with a growing trend for an individual way of life and for adventure. These overall psychological trends are also reflected in media utilisation. However, the future development will largely depend on the increase or decrease of the feeling of fear and insecurity.
In the field of publishing, an important process of structural change has taken place since the beginning of the seventies. This restructuring process was largely caused by the development of consumer behaviour, which was especially strongly reflected in changing demand in the sector of periodicals. On the part of the consumers, especially a trend towards an ever growing differentiation of requirements became evident which, on the whole, had a positive impact on demand. Publishing houses and dealers have to a great extent reacted to these changes.
This paper shows the possible application to certain publishing sectors of some Market Research methodologies already tested in the Marketing of consumer goods. In this particular case, the Market Research programme carried out before launching the Harmony Collection on the Italian Market has enabled decisions to be made about the actual launch and the necessary investment on the basis of adequate information on market potential as well as on the validity of the "product" Marketing Mix.
In the 17 West European countries - accounting for about 345 million persons, speaking 15 different languages - there are approximately 7,4 consumer magazines, with a total circulation of 260 million copies. Besides the Federal Republic of Germany, the largest and most interesting European magazine markets are Great Britain, Spain, France and Italy. The largest Press market in the West, the United States, is, however, of gigantic dimensions in comparison to Europe, with over 9,7 magazines, of which, though, only 1,600 can be regarded as of relative importance. The 56 circulation 'millionaires' among the U.S. magazines have over-all sales of 180 million copies, corresponding to around 70 % of the European magazine market. Alongside the U.S.A. and the European countries, Latin America is acquiring increasing importance. Owing to the language barrier, Japan can only be integrated with difficulty into any international magazine market.
In launching new publications use can be made of desk research, qualitative research and quantitative research. Desk research tends to be used purely to help set advertisement rates, and make estimates of circulation/readership. Existing data sources can also be useful in highlighting areas in which new publications could be launched. Qualitative research has its weaknesses but it can be very valuable in indicating potential readers' requirements, interests and opinions of competitors' weaknesses. An example is given of the way qualitative research was used in the early planning stages of a new paper. Quantitative research can help to predict sale, to identify the editorial approach with the greatest potential, to indicate the most appropriate title and to measure the effect of price on demand. Examples are given on three quantitative surveys which have been used in preparation for the launch of new publications. One of these produced an accurate forecast of sale, one was never launched, and the third one has not been launched at the time of writing.
This paper outlines the nature of public service videotex. It describes both the medium and progress, and notes the reasons for lack of market progress. Changes in the marketing and management of the system have been introduced. These are discussed in relation to the private viewdata services and likely improvements to Prestel. The consequences for publishing are then discussed. Prestel is the world's first videotex public service. It has been in operation for a year in the United Kingdom. This paper describes what it is and compares it to other rival media. It is essentially a publishing medium, unlike the conventional computerised information retrieval systems which supply specific units of data on command. Prestel pages are designed for general readership and their provision involves editorial skills.
Up to now magazine covers have only been used to attract attention and to protect the inside of a magazine. With the help of a new technical complete manufacturing system - the DOOR-SYSTEM - it will be possible to employ the cover economically as a sales promotion instrument for the advertising business. The magazine will become a personalised direct advertising medium and will be able to ensure additional income for the publishing house. A case study demonstrates the proceedings.
In media research we are generally concerned, either explicitly or implicitly, with measures of media audiences on the one hand and with measures related to the consumption of goods and services on the other. In a given survey it may be possible to collect a certain amount of marketing data as well as media data, but single source data can never be complete. The marketer will always have other valuable information which ho cannot directly integrate with his primary source. The first reason for segmenting data is therefore to have a means of comparing and moving between two or more sources of information. Even when single source data exist on the media and the market being studied, there remains the need to understand their structures. The second reason for segmentation is to provide these structural insights for a great variety of marketing purposes. In practice in media research studies a large number of demographic and psychographic classification measures are collected as a matter of course. Any one or more of these measures may provide the basis for a useful segmentation of the population in the case of a given media or marketing problem. However, there is clearly also a need for a single primary segmentation which can be applied as a matter of course to any market or medium to reveal its general characteristics. In the UK, but not to the same extent elsewhere, this primary classification system has been Social Grade.
The subject of this report are the specific details concerning the launching of the GEO magazine. All other details that were taken into consideration like the analysis of the market, the competition, the target groups, the marketing objectives, etc. related to the two markets in which magazines are of interest, that is, the advertisement market and the circulation market are only mentioned where necessary for a clear understanding.
The present paper gives the results of a comprehensive investigation, modelled on the methodology of lifestyle studies, into the reading and information styles in the German-speaking part of Switzerland. On the attitudes and behavioural patterns found, in conjunction with media behaviour, factor and cluster analysis resulted in six clusters. These six information types each cover between 12 and 19% of Switzerland's German-speaking population of ages 15 to 74. The clusters differ distinctly, occasionally down to smallest details, yet each one is relatively homogeneous within itself as to its behavioural pattern in the information and media sector.
In a market which is becoming increasingly narrow for the print media, certain future directions are recognisable, all of which require increased target group research. New magazines devoted to new target groups are developed from editorial sections written only for sections of a larger readership. Further developments will lie in the complete utilisation of modern magazine publishing principles, with intensive coverage of articles of reader interest, service/advice articles and/or an optimal visual presentation, often in colour. These magazines are on the borderline of becoming books or bound picture volumes. Generally, the following possibilities are, amongst others, available to publishing houses: relaunch of existing magazines, addition of supplements, development of new low-priced publications, magazine/television cooperation. The basis for these entire developments, however, remains the extensive as well as the intensive target group research into the constantly more highly-refined media requirements of the audience. For this purpose, the "Affinity Index" and research into separating "Communications Target Groups" were jointly developed by Gruner+Jahr's Market Research Department, research institutes and free-lance experts.
The developments of publishing in the decade regarding innovation and the competitive situation first of all requires an analysis of the present situation of the media scene in Europe. Four years ago it was rather difficult to give a general summary about this scene. Today, due to the "Media Scene in Europe" we are in the enviable position to have a detailed knowledge about all the mass media available in 17 European countries. The "Media Scene" arose from misconceptions found in the US regarding the European media scene, from Gruner + Jahr's services to advertisers and agencies, and the media know- how of the Lintas chain. The history of the "Media Scene's" origin and realisation is presented in the following.