Reviews the readership habits of under‐15 year olds and explores likely long‐term trends for specific magazines and categories, focusing on British 7‐14 year olds 1993‐2001. Relates the decline in youth magazine circulations to the ever increasing amount of choice and competition; the Internet itself presents both a threat and an opportunity for print brands. Explores four issues facing publishers: precise targeting by age, clear gender differences, rapidly changing product life cycles, and the many titles relating to specific brands and marketing phenomena. Outlines the research approach adopted, including the aspects of different reading and understanding abilities between the age groups studied, response rates, and questionnaire design.
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