Abstract:

This paper describes some practical marketing research techniques, used by VNU (United Dutch Publishing Companies) in order to indicate in a reasonably adequate and reliable way the market possibilities of a new magazine. Based on the results of this research, and before making extensive investments which cannot be turned back at short date, a go/no go decision can be made in relation to a definite launching. Of course, the role of market research in the domain of new products is not new, either in our company or elsewhere. Nevertheless we had to develop our own techniques owing to the peculiarities of the products we deal with. This paper shows some options of testing a new magazine (in various degrees of abstraction and cost levels).