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Research papers

Qualitative effects of media on advertising effectiveness

This study presents a quantitative examination of the qualitative impact of print media, both newspaper and magazine, on advertising effectiveness.Previous research has identified 39 distinct qualitative experiences involved in reading magazines and...

Catalogue: ESOMAR/ARF WAM Conference 2004: Print
Authors: Bobby Calder, Edward Malthouse
June 15, 2004

Research papers

Measuring newspaper reading during summer period via mobile phones

Historically it has been very difficult for newspapers to measure and analyze newspaper consumption and reading behavior during the summer period when many readers are on holiday.With new data-collecting methods, using mobile phones, it can however...

Catalogue: ESOMAR Technovate Conference 2003
Authors: Leif Widman, Lena Vogelius
January 26, 2003

Research papers

Measuring the 'daily reach of dailies' and newspaper sections

Many newspapers have a distinct and regular readership pattern across the days of the week, a function of general newspaper readership patterns and of differing editorial content. The current press readership model, based on 'average issue'...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Authors: Ingemar Lindberg, Paul Sumner, Peter Masson
Company: Bucknull & Masson
June 13, 2002

Research papers

Print monitor

This paper describes the Print Optimization Monitor (POM), a research tool designed to not only measure the affinity of certain target groups to individual magazines, but also those contents with an above average or below average opportunity of...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Author: Uwe Czaia
Company: CZAIA Marktforschung GmbH
June 13, 2002

Research papers

Daily reach using SMS

The newspaper industry has never informed advertisers of the number of persons that read a newspaper on one specific day. Subscription newspapers say that readership does not fluctuate significantly over time and readership does not fluctuate from...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Authors: Leif Widman, Lena Vogelius
June 13, 2002

Research papers

Helping newspapers compete with electronic media

Not all people read newspapers in the same way. Some readers want to look only at the ads others only the headlines. In classifying individuals by their motivation for reading newspapers we discovered live distinctly different types of people that...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Authors: Seija Nurmi, Virpi Nurmilaukas
June 15, 1999

Research papers

The young audience as a future reserve market for newspapers

This paper investigates the real purpose of newspapers in Brazil and whether the medium will bear the same import in the near future with its ongoing format. The main focus of this study is youth aged 14 to 19 years as it is the segment to which new...

Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Authors: Ana Lucia Fugulin Ache, Maria de Fatima Atsuko, Rose Mary Ikeda
June 15, 1999

Research papers

A new cultural sunday magazine

The present paper is inscribed in the frame of an extensive quali-quantitative research (since November, 1995) carried out by the team “Marketing Entrepreneur” about the daily morning paper “Pagina 12”, founded on May 26 1987. One...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Authors: Fernando Moiguer, Ana Maria Binnevies, Marita Soto, Oscar Steimberg, Paula Magariños
June 15, 1997

Research papers

Getting the research we need

This paper describes the research dilemmas business titles have to face, with particular reference to the Financial Times. It shows how the Financial Times attempts to add value to the research it buys, how it goes about choosing which studies to...

Catalogue: Seminar 1997: New Challenges And Opportunities For The Publishing Industry
Author: Peter Highland
June 15, 1997