In general research withstands recession better than other marketing services such as advertising and public relations, where there have already been redundancies in some countries. Clients need information when their businesses are doing badly, just as much as they do when they are prospering, the argument goes. But that doesn't mean there won't be increased competition and pressure on margins. Circumstances vary from agency to agency, but there is a widely held view among the chief executives of some of Europe's leading research companies that the market will get worse in Europe before it gets better.
The market research industry in Japan is the fourth largest worldwide and accounts for 8% of global research turnover. Three of the world's largest research companies are headquartered in Tokyo but unlike the other global giants, less than 2% of their revenues is derived from outside the home country.
With the growth of internet research, new opportunities arise. This paper deals with the case history of a portal company (FreeRide.com), its creation of a research venue, and the use of that venue to facilitate high level research techniques (i.e. conjoint analysis) that require respondent attention and motivation for successful implementation.
The number and success of radio stations are strongly linked to station format. Listener demographics are linked to the station formats. Thus, separating the effect of station format from listener demographics is difficult. The bigger formats are country, oldies, and news/talk in terms of both number of stations and total audience. Stations with formats that attract certain listening groups (such as adult contemporary and oldies) tend to have a high ratio of revenue to audience. Stations that include the station name in their format tend to be the more successful stations in terms of size of audience and revenue. Although many stations include their format as part of the station name, and format has a strong influence on the success of a station, very few listeners write station format in their diary entries. One could conjecture from the data that the station format attracts its listeners, but the listeners rarely identify the station by format.
The main influence on gross press advertising revenue is the general health of the economy, as measured by GDP per capita. The same is not TRUE for TV. The size of the commercial audience on TV is limited both by the nature of the medium and by state legislative interference, in ways that don't affect press. For TV, the main influence on gross advertising revenue is the size of the actual commercial audience; GDP per capita is most closely correlated with the price charged in each country, ie. the cost per thousand gross impacts. In these circumstances it is difficult to see how changes in TV (of which there are many) can have a major effect on press revenues. The evidence from a number of countries over the last 10 years is that TV tends to be more complementary to press than competitive. Where press revenues fall on the introduction or expansion of commercial TV, it is as much due to general economic causes as to the introduction of TV itself, and tends to be very short-term. In general, real press revenues are more likely to rise than fall when TV expands.
The aim of this paper is to review a number of important aspects of this question, above all concerning incomes from advertisements.This paper consists of three parts: Part 1 offers a brief analysis of the readers market. The desire to achieve advertising goals begins with the study of that market. This should be done not only for a cost per thousand readers. Part 2 describes an analysis of the advertising market. How is the market composed, what does the future bode, what is the renewal percentage, etc. Part 3 describes various aspects concerning the introducing of a new magazine.
The paper describes the methods used, and results obtained, in a study of passenger priorities for improvements at rail stations. The Dutch Railways (Nederlandse Spoorwegen) are constantly seeking to upgrade their services and facilities in an endeavour to maintain and develop patronage in the face of the growth in car ownership and usage. The refurbishment of stations is linked to the establishment of a marketing concept, requiring a detailed understanding of passengers' perceptions and priorities. The investment involved in the refurbishment programme must be justified in terms of an expectation of increased revenue.
Readership figures can be a matter of life or death to a newspaper or magazine because they have such a close and immediate effect on its advertising revenue. Consequently great attention is focussed on every aspect of the techniques used in print media research, and as a result it is a rapidly evolving and sometimes controversial area.
I was invited to give you an idea of the present state of discussion concerning the optimisation of circulation in Western Germany from the publisher's point of view. The time of maximisation of circulation is over in Germany. Today's subject is: The optimal circulation. The growing share in the distribution revenues within the scope of the total publishing revenues didn't least contribute to this development. Thus the significance of the distribution department in publishing houses has risen. As a consequence of this a new set of graduated distribution experts grew up in the publishing companies.
The first section of this paper shows that newspaper publishers in general are becoming increasingly dependent on circulation as a source of revenue. It then sets this change against a background of stable demand for newspapers and intensive competition for readers. The second section outlines a research technique which enabled us to evaluate the strengths and weaknesses of our own and competitive newspapers.