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USING THE COLLECTION NEWSPAPERS PERIODICALS
POPULAR CULTURE COLLECTIONS SERIAL AND GOVERNMENT PUBLICATIONS EXTERNAL SITES VISIT/CONTACT |
Statistics: Market Research of Periodicals
Circulation information for many periodicals is available through directories (see Periodical Directories) and industry organizations such as the Magazine Publishers of America. One useful way to judge the impact and importance of a periodical is to discover who reads it. Who reads Ladies' Home Journal or Walking Magazine? How many women read Time and Newsweek? At what age do young girls begin reading Cosmopolitan? The answers to these kinds of questions identify women as the intended audience of a publication and determine how companies choose to spend their advertising dollars to reach their target audience. Market research addresses the question: How important are women as consumers? Two services that provide statistics on market research that cover a wide range of media and specialized markets are Standard Rate and Data Service (SRDS) and Simmons Market Research Bureau, whose publications include the following:
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