The point of view of management towards market research in general and editorial research in particular

Date of publication: June 15, 1974


The author will try to carry out this welcome task by attempting to give a synthetic picture of the market and of the environment of the country which is host to this seminar (Italy) then going on to relate some experiences of his company. In many countries, also in Italy, research in the publishing industry originated from the advertising sector. Audiences have been studied in more and more depth and sophistication, both from a quantitative and from a qualitative point of view, nearly always brought about by the pressure of advertising managements. Research in the publishing business was born in the late fifties and developed especially for the periodical press first as surveys on readership of individual titles, sponsored by this or that Publisher, later in the area of collective surveys, from 1962 on.

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