Resources Library by ANA

Advertising in Europe

The developments of publishing in the decade regarding innovation and the competitive situation first of all requires an analysis of the present situation of the media scene in Europe. Four years ago it was rather difficult to give a general summary...

Catalogue: Seminar 1981: Publishing in the 1980's

Author: F.-Jürgen Stockmann

June 15, 1981

The outlook for publishing in Europe

In the field of publishing, an important process of structural change has taken place since the beginning of the seventies. This restructuring process was largely caused by the development of consumer behaviour, which was especially strongly...

Catalogue: Seminar 1981: Publishing in the 1980's

Author: Rudolf W. Boos

June 15, 1981

Optimising newspaper sales

This paper is an introduction to the philosophy of supply control systems to optimise newspaper and magazine sales. The construction of the system was started in 1972 as a cooperation between the management of sales and distribution and the...

Catalogue: Seminar 1981: Sampling Problems And Data Collection

Author: Ivan Biangslev

May 1, 1981

The case of primary readership

For many years there has been controversy about the value of pass-on readers. Some media buyers prefer circulation as their criterion, most feel that publications with very high numbers of readers-per-copy cannot be judged by readership alone in the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979

Author: William J. Wilson

June 15, 1980

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

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

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

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

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