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Media use of audience research

Fierce competition in the news industry has resulted in an increased focus on audience studies among Swedish newspapers. Admittedly, audience studies are not a new phenomenon – the newspapers’ advertising and marketing departments have used them for a long time. Yet it is a common perception among industry representatives and researchers that editorial staff have only relatively recently become interested in audience studies. The question is whether this perception is true.

The research project therefore sets out to study to what extent and for what reasons audience studies were used in the editorial offices of Swedish newspapers from 1940 to the 1980s, with a focus on studies initiated by or conducted for the purposes of editorial staff.

Ridderstads stiftelse för historisk och grafisk forskning

Period: 2011–2012

Page Manager: Mats Ekström|Last update: 3/8/2012

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