Abstract:

This paper tries to clarify some of the contents of the medium quality and shows one rather simple way of measuring the expectations of the female readers of a number of selected Swedish Consumer magazines. In two subsequent studies in 1977 the motives of female readers of the selected magazines were investigated. Our first conclusion was that the attitudes and the expectations of the women very closely were related to different head subjects of the magazines. A magazine is a good one if it deals with subjects you are interested in, and a bad one if it treats these subjects less well or is lacking of them.