Abstract:

Since February 1962 we possess in GfM TREND a series of investigations which exhibit all the characteristics of a representative instrument. Monthly, the advertisements as well as the editorial contributions of leading magazines of German speaking Switzerland are tested. The development of qualified methods represents a real team effort by all those concerned. A commission of experts, i.e. research specialists with international experience from leading manufacturing firms, advertising agencies and publishers have been working closely together with the research service of GFM and still do so. This procedure insures that trend will be effectively conceived and seriously carried out which in view of the unpleasant events in the field of "rating services" in the USA, is especially important.