Abstract:
Knowing the socio-demographic or socio-cultural profile of a magazine's readership does not, on its own, constitute an adequate platform for good media planning. Equally important is the magazine's Readership Mood, i.e. the specific psychological input tied to the act of reading. This input has significant influence on how readers perceive advertising. An advertisement will not be accepted in the same way when inserted in magazines which have different readership moods. Analysis of Readership Moods allows us to : ascertain the best magazine(s) for inserting a given advertisement, in the light of specific advertising strategy, use the distance, which we know separates one or more publications from all other magazines, to weigh media plans in qualitative terms.
This could also be of interest:
Research Papers
Readership moods with French news magazines (French)
Catalogue: ESOMAR Congress 1990: Using Research For Marketing In The 90's
Authors: Daniel Adam, F. Laurent
 
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Research Papers
The positioning of two leader magazines in the women's "A" and news magazines periodical market
Catalogue: Seminar 1983: Publishing A Better Product
Author: Andreina Vanni
 
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Research Papers
Magazines
Catalogue: ESOMAR/ARF WAM Conference 2002: Print
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