Adapting packaged goods research techniques to the development of new magazines
Abstract:
The biggest problem that researchers in the magazine field face is that not all of the existing techniques are as readily adaptable to the investigation of magazines as most research firms think. As a matter of fact, we at Time Inc. have had to modify many of the packaged goods techniques to make them practical and usable for magazine studies. Then we had to find a company to carry them out. This paper will center around how we used specific techniques in the investigation of a magazine we are presently not publishing.
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