Abstract:

Test marketing new magazine ideas is not an economically feasible operation for I.P.C. Magazines' Youth Group. However, I.P.C.'s editorial and marketing expertise, gained over many years of publishing in the youth market, enables it to minimise the risk of launching into its traditionally segmented youth areas. Three first issue tests have not been carried out. The first new magazine dummy has been produced and is currently undergoing the same research technique employed for the first issue tests. These research results will be used to influence the new magazine launch decision.