New research system for journals

 An industry-oriented set of tools should allow trade journals to make their performance transparent to media planners and advertising managers. It was developed by the Q-Publication working group of the Swiss Press Association together with the IHA-GfK research institute. The study model provides information for reader marketing and the assessment of qualitative characteristics, as the Swiss Press Association announced on the occasion of the Day of the Trade and Specialist Press on Wednesday. The heterogeneity of the trade press makes it difficult to collect readership figures and data in a comparable way. The new study "Reader Analysis Trade Press" is intended to remedy this situation. It provides information on readership behavior, reputation, reading style and readers' assessment of the publication. It also provides statistical data. The "Readership Analysis for the Trade Press" is intended to provide certainty when planning advertising budgets and also give editorial teams a profile of strengths and weaknesses. The standardized analysis is intended to provide trade journals with different populations with comparable values. The first wave of the study was carried out in the fall of 2007 with publications from the healthcare sector. The other sectors are planned for next year with four further survey waves.