Abstract:

Editorial Research carried out on behalf of a single publication or some publications belonging to the same publisher is well known. Syndicated research for advertising purposes - media planning and selling media space - is well known too, but the combination has only been tried in Denmark. Why? Presumably because the editors and the advertising people do not speak very good with each other, even when they are working in the same organisation and both dependant upon the total revenue of the publication(s) concerned. In Denmark syndicated media research has been carried out since 1968 and I tried rather early to declare to the editors that they might make use of the results too.