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Research papers

Public service videotex in the 1980s

This paper outlines the nature of public service videotex. It describes both the medium and progress, and notes the reasons for lack of market progress. Changes in the marketing and management of the system have been introduced. These are discussed...

Catalogue: Seminar 1981: Publishing in the 1980's
Author: Barry J. Witcher
June 15, 1981

Research papers

Measuring editorial needs

In November 1978 a new tabloid newspaper was launched in the Midlands and Northern areas of England. It was positioned directly against existing popular newspapers. Marplan, on behalf of The Sun, monitored its launch in order to predict its sales...

Catalogue: Seminar 1979: Publishing And The Communications Industry
Author: John Clemens
Company: Marplan Forschungsgesellschaft mbH
November 1, 1979

Research papers

Star track

This paper describes the thinking and planning that lay behind the launch of Britain's newest daily newspaper, the Daily Star, and the role played by research in the overall marketing operation. The main research project described in this paper was...

Catalogue: Seminar 1979: Publishing And The Communications Industry
Author: Iain McLellan
November 1, 1979

Research papers

The latest attempt to square the circle

A source of dissatisfaction among media planners in Germany was the impression that different instruments for measuring quality of media contacts led to different scores depending on the medium offering the score. Against this background a very large...

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?
Author: Peter Beike
June 15, 1984

Research papers

Qualitative research and travel publication design

The purpose of this paper is to explore ways in which qualitative research techniques, both group discussions and depth interviews, can be used to assist in the design of a range of different publications in the travel and tourism industries, the...

Catalogue: Seminar 1987: Publishing For Optimum Profit
Author: Mark Hodgson
November 25, 1987

Research papers

Case history of a 16-country survey

In 1969 the European Editions of The Reader's Digest conducted a multi-country survey in 16 countries of Western Europe. I propose to tell you something of how we did it: the problems we met, the actions we took and what we think we learned....

Catalogue: Seminar 1971: Multi-Country Research
Author: Edward W. Whitley
June 15, 1971

Research papers

Advertising pressure

The magazine HOR ZU and FUNK UHR commissioned the Delta Institute in Constance to carry out a survey on the relations between advertising pressure and advertising response . The Institute worked in cooperation with the Market Research and Planning...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: S. Geiger, Otmar Ernst
June 15, 1971

Research papers

Advertising pressure (German)

The magazine HOR ZU and FUNK UHR commissioned the Delta Institute in Constance to carry out a survey on the relations between advertising pressure and advertising response . The Institute worked in cooperation with the Market Research and Planning...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: S. Geiger, Otmar Ernst
June 15, 1971

Research papers

The marketing goals of the publisher

What are the marketing objectives of a large publishing house, and where are the problems? The activities of a publishing house are divided along classic lines into the major activities of advertising, editorial and distribution. In the field of...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: Hubert Burda
June 15, 1972