The paper details the many ways in which GLAMOUR, a major consumer women's magazine in the United States, has used editorial research over a period of the last fifteen years in order to build its circulation, especially its single copy sales.
The paper illustrates the first application in Italy of two new qualitative variables applied to the study of readership.
The paper illustrates the first application in Italy of two new qualitative variables applied to the study of readership.
The object of this paper is to tell the story of the launch of The Mail on Sunday and how it nearly came to disaster; was relaunched and how it arrived in the position in which we currently find it which is the fastest growing newspaper in Fleet Street. Throughout the story of The Mail on Sunday research has been used extensively at every stage to monitor progress and help decision making.
In the Spring of 1981, the 1980 European research programme was adapted and used in South East Asia. The main objective of this study was to look at the impact of the launch in S.E. Asia and to check that the editorial content of the newspaper was meeting the needs and requirements of readers and potential readers. The technique worked very well in S.E. Asia. As in Europe the qualitative and quantitative phases yielded similar results. The main conclusion of the Asian study is that readers of the IHT in S.E. Asia have similar views about the newspaper as their European counterparts.
In this paper I will be mainly talking about the research done in the third of these phases and I will confine ray attention to research needs of editorial and of circulation marketing. As a general observation with respect to these needs, we do research for three reasons: 1. To increase our understanding of people, their behaviour and their needs; 2. To monitor performance in circulation, readership and advertisement markets; 3. To guide decision taking.
This paper questions the concept of product life-cycle, and makes the point that in both theoretical and practical marketing it has often been used as an excuse for non-action. The analogy with human life has only served to reinforce it as a valid theory. The author calls for a new definition of the life-cycle concept, in socio-cultural terms. In this sense, a product begins its decline because it is unable to keep up with the process of social change affecting its consumers in the market. It becomes culturally obsolete. Editorial products are by their nature more in tune with the social environment and because of this they are easier to modify than industrial products. Case histories are presented, showing how this type of marketing operation was successfully carried out on two women's magazines of the Rizzoli Publishing Group in Italy using data from Demoskopea's Social Monitor.
This paper questions the concept of product life-cycle, and makes the point that in both theoretical and practical marketing it has often been used as an excuse for non-action. The analogy with human life has only served to reinforce it as a valid theory. The author calls for a new definition of the life-cycle concept, in socio-cultural terms. In this sense, a product begins its decline because it is unable to keep up with the process of social change affecting its consumers in the market. It becomes culturally obsolete. Editorial products are by their nature more in tune with the social environment and because of this they are easier to modify than industrial products. Case histories are presented, showing how this type of marketing operation was successfully carried out on two women's magazines of the Rizzoli Publishing Group in Italy using data from Demoskopea's Social Monitor.
This analysis wants to provide the foundations for a modification of SCHONER WOHNEN's editorial concept and a clear demarcation from competitive publications in the Home Magazines market.
In Germany two continuous research services are available measurement the relative readership of the editorial elements in 30 major medical magazines. One service is private, the other one is part of the syndicated audience research organisation LA-MED. Both services apply, broadly speaking, the same method: The doctors are asked to mark, while reading, every editorial matter they look at in the magazine. The copies are mailed to the research institute where they are analysed. The editing house Medical Tribune, Wiesbaden, has been using the results of this research since 1976 in order to improve the quality of their publications. The editorial staff is regularly confronted to the research findings and practical consequences are drawn. The improvements mainly concern the formulation of headlines, the choice of pictures, the order in which articles are positioned through the book and, finally, the mix of topics to be treated. It has been possible over the years to draw some general conclusions out of the experiences gathered in applying this type of research to every-day-journalism.