The magazine industry is experiencing rapid proliferation of titles. This creates a challenge for magazine managers who must identify their competition and media planners and advertisers who must identify the appropriate magazines in which to place advertisements.
This study introduces a metric based on core customer characteristics that serves as a similarity measure for deriving market structure. The metric has the practical advantage of being formed from syndicated readership data. A taxonomy of 81 magazines is developed that shows patterns of competition within as well as between submarkets. The strengths and weaknesses of this metric and the validity of the taxonomy are discussed. Instant access to the full article PDF. 39,95 € Price includes VAT (Korea(Rep.))Abstract
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Authors and Affiliations
University of North Caroling at Chapel Hill, USA
George R. Milne
the University of Massachusetts at Amherst, USA
George R. Milne
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His research interests are in the marketing strategy and public policy areas. His work has been published in theJournal of Marketing, Journal of Public Policy and Marketing, Journal of Business Research, Marketing Letters, andJournal of Direct Marketing.
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Milne, G.R. A magazine taxonomy based on customer overlap. JAMS 22, 170–179 (1994). //doi.org/10.1177/0092070394222006
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Issue Date: March 1994
DOI: //doi.org/10.1177/0092070394222006
Keywords
- Niche Breadth
- Azine
- Niche Space
- Advertising Research
- Market Science Spring