Media profit and market gaps

Date of publication: November 25, 1987


13 Danish magazines are looked at as branded goods with perceptions and images that can be measured among the consumers. They are competitors, although the editorial content varies between women- family- and TV-magazines. Can these magazines be positioned along some dimensions in the same perceptual map? In 1986 AIM conducted interviews, based on associative question technique and correspondence analysis, the media profiles on 10 editorial attributes were plotted in one perceptual map.

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