Abstract:

This paper describes the Print Optimization Monitor (POM), a research tool designed to not only measure the affinity of certain target groups to individual magazines, but also those contents with an above average or below average opportunity of attracting attention within the magazines. Stating the obvious is that magazines and newspapers are mainly bought or subscribed to on account of their editorial contents. Therefore the editorial contents are in the focus of this new research tool, not the 'advertisement exposure probability'.