Print media: buyers, readers, or relevant consumers for sale?

Abstract

Players of the print media market must retain their competitiveness while consumption indicators (readership) are declining and the market is shrinking, which is a huge strategic challenge. Therefore, it becomes more pronounced, in the inter- and intrasectional competition, to obtain reliable data about newspapers and magazines in the media planning process. It is also essential that the decision makers are acquainted with and can properly interpret the available indicators. The article primarily provides guidelines for the latter, and draw attention to the challenges related.