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Article: Reading French browser habits.(international)(Boulogne Billancourt)
- Article from:
- Precision Marketing
- Article date:
- June 4, 2004
- Author:
CopyrightCOPYRIGHT 2004 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Boulogne Billancourt: The publishing sector in France is facing significant challenges to its traditional approach to subscription marketing. As in the UK, it is a highly competitive arena and relies upon readers who are increasingly difficult to retain.
Claritas Acxiom undertook an analysis of subscription habits among survey respondents over a four-year period. The study, called Press Diagnostic, sought to identify trends in subscriber behaviour across a range of French consumer magazines and newspapers, and the results are prompting many publishers to rethink their approach to direct marketing.
The key finding is that consumers aged over 50 are ...