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Estimating the market share, readers profile and important attributes of a newspaper

Date of publication: November 1, 1979

Catalogue: Seminar 1979: Publishing And The Communications Industry

Author: Kemal Kurtulu

Abstract:

This paper tries to demonstrate how a marketing research project aids decision makers to improve the validity and reliability of their decisions. A survey was undertaken to find out the present and future levels of market share, the appropriate ratio of returned, "unsold", copies and the readers profile of the largest selling newspaper "Hurriyet" in Turkey. A simple descriptive model was chosen by utilizing the relationship between attitudes and behavior and the First Order Markovian Model to predict the future level of market shares.

Kemal Kurtulu

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Müller-Veeh, D. (1973a, June 15). On the general relationship between the editorial topics of a magazine and the demographic attributes of its readers. ANA - ESOMAR. Retrieved April 24, 2024, from


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Citation

Kurtulu, K. (1979a, November 01). Estimating the market share, readers profile and important attributes of a newspaper. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/effectiveness-of-newspaper-advertising