Research on the launching of new publication

Date of publication: June 15, 1972

Abstract:

Much has been written about the market research techniques which can be of value to a company launching a consumer product. However, very little has been written which relates specifically to launches of new publications. This paper discusses some of the research techniques which can help a publisher to define a market "gap" and tailor a new publication for it, and describes a case history of research on the launch by Times Newspapers Ltd of a new weekly newspaper for teachers.

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