Abstract:

The developments in international business, market structure in general and the organisation of marketing across Europe have changed the conditions of media research. Regional marketing and media planning, crossing borders of European countries and preparing for the single European currency, have changed requirements for media and marketing information. Comparable multi-country research, regular up-dates, balanced media lists, including national and international media, TY and print, as well as relevant classification data and effectiveness indicators, are standards for future research. Technological development, declining telephone costs and increasing telephone penetrations have opened up new ways of providing the answers that are needed. The foundations for a new approach to international media research have been laid by Inter/View and TIME Magazine, together with the Guarantor group of EMS, providing an international survey, developed by all sides of the industry: advertisers, agencies and media. Results of EMS 1995 the European Media & Marketing Survey are to be released end April 1996. The first data show the importance of the universe of top-13% per country: main income earners in the most affluent households in each country. People who travel, make business decisions and are heavy consumers of media.