Abstract:

Nowadays it is virtually a matter of course to plan a new product down to the last detail. What is taken for granted in other product sectors is still considered a rarity in the magazine market, although in this field, too, the abundance of information and the large variety of magazines makes planning for a particular target group an absolute necessity. The method of systematic market segmentation for a particular magazine and defining of a particular target group according to its attitudes, interests, behaviour and demographic characteristics was implemented in the German Federal Republic by the magazine Essen&Trinken which entered the market in 1972 like a branded product and by means of typological groups.