Receive the German-language trade magazine "werbewoche" in m&k issue 1/1988 as a PDF download with the following table of contents:
Focus: Printing and publishing
AN ECONOMIC SECTOR IN UPHEAVAL
More than almost any other sector of the economy, the printing industry has undergone a spectacular technological transformation over the last two decades. This change is far from complete and, unless everything is deceptive, still has a few surprises in store for the "black art" in the coming years.
THE SWISS GRAPHICS INDUSTRY IN FIGURESTHE SWISS SUNDAY MARKET
While every second person in French-speaking Switzerland reads a Sunday newspaper, the figure for German-speaking Switzerland is less than 30 percent. And despite concentrated advertising efforts, it looks as if the differences in reading behavior between the two language regions will persist.
REQUIEM FOR A BRAVE EXPERIMENT
As is well known, the Sonntagsblatt died an abrupt death in mid-November 1987 because the majority of the publishers involved had obviously lost faith in their jointly begotten child. At the same time, SoBla must be credited with a thoroughly interesting and valid concept. The crash was by no means inevitably pre-programmed.
FEMININES FROM THE MEDIASTUDY
Some reflections on the women's magazine market.
Work technique
TIME AND SELF MANAGEMENT (PART 2)
Continuation of the article by Dr. Martin Ochsner begun in No. 12/87.
Marketing
TREND MONITORING
Trend monitoring is the search for, recording, interpretation and utilization of social, political, economic and cultural developments by means of suitable research methods and analytical instruments.
Management
NEW STRATEGY FOR COMPETITIVE SUPERIORITY
Today, success is usually no longer achieved through market growth, but by exploiting the weaknesses of competitors.
Direct marketing
THOUGHTS AND THESES ON THE USE OF THE TELEPHONE-COMPUTERDIRECT MAIL ONLY FOR BIG ONES?WHAT ARE THE BENEFITS OF SO-CALLED CARD-DECK SYSTEMS?
