Abstract:

The research for this colour magazine a supplement of DIE ZEIT (weekly) started in 1965/66, four years before it was launched, and the research activities are still going on. At the beginning of the planning phase prior to the development of ZEIT magazin the then available market research data were discussed and analysed at great length with the editor-in-chief and his staff. Market research 1966 revealed certain gaps between editorial arid wishes of readership In 1966, a survey by the Allensbach Institute for Demoographics had broadly covered the ZEIT readers' interest in various editorial themes and copy tests had also been carried out on two issues of DIE ZEIT.