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Research papers

Prediction techniques for advertising & circulation

This paper discusses the uses of a number of forecasting techniques that have been investigated within IPC Magazines. Forecasts are required as part of one or more of the company's various planning processes which range from long term (up to five...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: David Nicol
June 15, 1972
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Citation

Nicol, D. (1972a, June 15). Prediction techniques for advertising & circulation. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/prediction-techniques-for-advertising-circulation


Research papers
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Citation

Noordhoff, J. D. (1972a, June 15). Summary of the seminar . ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/summary-of-the-seminar-


Research papers

Problems of joint sponsored readership survey in France

In France, each year a National Readership survey is conducted under the sponsorship of the Centre d'Etudes des Supports de Publicite (CESP). The CESP is a private association of about 200 members who are either Advertisers, Advertising Agencies or...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: Jean Michel Agostini
June 15, 1972
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Citation

Agostini, J. M. (1972a, June 15). Problems of joint sponsored readership survey in France. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/problems-of-joint-sponsored-readership-survey-in-france-


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
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Citation

Burda, H. (1972a, June 15). The marketing goals of the publisher. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/the-marketing-goals-of-the-publisher


Research papers

Discussion group II

The topics under discussion in our group did not particularly concern today's subjects . We have been talking about a subject that had our special interest: "editorial research in the broadest sense", thereby adding another session to our programme.

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: R. W. Kalusche
June 15, 1972
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Citation

Kalusche, R. W. (1972a, June 15). Discussion group II. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/discussion-group-ii


Research papers

How research can help to get the price right

In the first place we shall discuss the place of price in the marketing mix for products in general and a newspaper in particular. We shall examine the complexities of the "joint supply" of editorial and advertising space. Next we examine the role of...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Authors: Alan Wolfe, Peter Bartram
Company: Harris Interactive (Europe)
June 15, 1972
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Citation

Wolfe and Bartram (1972a, June 15). How research can help to get the price right . ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/how-research-can-help-to-get-the-price-right-


Research papers

Price policy and price research (magazines)

The problem dealt with here arose from the quite practical question of what influence the selling price of a magazine has on sales . We wanted to see whether the economic principle that "raising the selling price always means danger of lessened...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: G. Gutjahr
June 15, 1972
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Citation

Gutjahr, G. (1972a, June 15). Price policy and price research (magazines). ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/price-policy-and-price-research-magazines-


Research papers

Problems of joint sponsored readership survey: A summary

My task, then, is to try and talk collectively about the problems of joint sponsored readership surveys on the basis of experience in five different markets, represented by the written papers. I think we might begin by taking a phrase from the Dutch...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: Michael M. Brown
June 15, 1972
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Citation

Brown, M. M. (1972a, June 15). Problems of joint sponsored readership survey: A summary. ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/problems-of-joint-sponsored-readership-survey-a-summary


Research papers

Advertising and promotional policy and research on its effectiveness

This talk is not meant merely for scientific research people, but rather for planners In marketing and in publicity. It shows the development of an advertising and promotional policy for a newspaper and what part market research plays in it. The...

Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: Basilio Riesco
June 15, 1972
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Citation

Riesco, B. (1972a, June 15). Advertising and promotional policy and research on its effectiveness . ANA - ESOMAR. Retrieved December 11, 2023, from


https://ana.esomar.org/documents/advertising-and-promotional-policy-and-research-on-its-effectiveness--895