Onderzoeksartikel

Abonneeverzekering en oplagemarketing

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Abstract

In order to create a higher circulation and to reach and hold the irregular readers a new generation of managing publishers of newspapers (and magazines) presented the readership at the beginning of the process of industrialization of the press contracts of accident insurances free of charge. By means of this vexed and in newspaper history neglected registration of customers publishers succeeded in gaining move quickly the market of new readers. These prospects were missing an Employer’s Liability Act. At the same time the advertisers were looking for opportunities to reach a mass audience with their advertising campaigns. The connection between newspaper industry and the line of insurance business in the Netherlands disfigured the relationship between print media and their subscribers during about half a century, until 1940. After the Second World War the Dutch newspaper publishers agreed to avoid insurance activities. Newspaper content was considered the most important weapon in the competitive struggle. Regarding the development of the press in the last decades the author argues for continuing improvement of newspapers as medium of social communication in order to strengthen the position on the market of both the readers and the advertisers. He warns for the weakening of the reader-newspaper relationship by devoting more pages, to special interest and other supplements instead of providing better quality journalism. Critisising the overwhelming supply of advertisers distributed free of charge in every household the author makes a plea for a real Sunday newspaper.

How to Cite:

Hemels, J., (1987) “Abonneeverzekering en oplagemarketing”, Massacommunicatie : Wetenschappelijk Kwartaaltijdschrift voor Communicatie en Informatie 15(3), 207–220.