Evaluating the advertising revenue for a new title

Date of publication: November 25, 1987


The aim of this paper is to review a number of important aspects of this question, above all concerning incomes from advertisements.This paper consists of three parts: Part 1 offers a brief analysis of the readers market. The desire to achieve advertising goals begins with the study of that market. This should be done not only for a cost per thousand readers. Part 2 describes an analysis of the advertising market. How is the market composed, what does the future bode, what is the renewal percentage, etc. Part 3 describes various aspects concerning the introducing of a new magazine.

Hans van der Poel


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