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Research papers

Adapting packaged goods research techniques to the development of new magazines

The biggest problem that researchers in the magazine field face is that not all of the existing techniques are as readily adaptable to the investigation of magazines as most research firms think. As a matter of fact, we at Time Inc. have had to...

Catalogue: Seminar 1979: Publishing And The Communications Industry
Author: Malcom B. Ochs
November 1, 1979

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

How and why people buy magazines in the Netherlands

This paper intends to give a survey of the marketing and distribution of consumer magazines in the Netherlands by the Verenigde Nederlandse Uitgeversbedrijven (United Dutch Publishing Companies). In this report a survey is given of recent research...

Catalogue: Seminar 1979: Publishing And The Communications Industry
Authors: Huybert Boermans, Rob Van Prattenburg
November 1, 1979

Research papers

Planning and monitoring a successful magazine launch

The research activities surrounding the successful launch in September 1978 of COMPANY, a monthly magazine aimed at independent young women and currently selling 300 copies, fell into three phases.

Catalogue: Seminar 1979: Publishing And The Communications Industry
Author: Michael Bird
November 1, 1979

Research papers

Cultural industries

The purpose of this paper is to describe some main features of the "cultural industries" as a basis for a discussion of corporate strategies in the field. The future of these industries relies on cannon trends which affect the cultural features of...

Catalogue: Seminar 1979: Publishing And The Communications Industry
Authors: Jacques Antoine, Michel Salomon
November 1, 1979

Research papers

Editorial contents, attractivity and motives for female readers of magazines

This paper tries to clarify some of the contents of the medium quality and shows one rather simple way of measuring the expectations of the female readers of a number of selected Swedish Consumer magazines. In two subsequent studies in 1977 the...

Catalogue: Seminar 1979: Publishing And The Communications Industry
Author: Kjell Sjögren
November 1, 1979

Research papers

Measuring the effectiveness of advertising in the industrial press

As yet, measurements of the effectiveness of campaigns in the industrial press are rarely used, and have not always found a specific adaptation to industrial problems. A study carried out by us on the direct and indirect effects of the industrial...

Catalogue: Seminar 1979: Publishing And The Communications Industry
Author: Cecile Kreweras
November 1, 1979

Research papers

The launching of two special interest magazines

This case tells about the launches of two special interest magazines and the results obtained. These launches were the very opposites to each other. One of the magazines was started very spontaneously on the solid insight and belief of its makers....

Catalogue: Seminar 1979: Publishing And The Communications Industry
Authors: Matti Peltonen, Patrick Elg
November 1, 1979