Onderzoeksartikel

DeMix: een marketingtool voor krantenleesgedrag bij jongeren?

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Abstract

This article reproduces the most significant results of a readership study of DeMix, the youth insert of ‘De Morgen’. DeMix not only succeeds reaching the young target group between 14 and 19 years, but has also a function of integrating this youth readership in a more regular pattern of newspaper reading. The readers evaluate the youth insert very positively, not only the lay-out but also the content characteristics. Soon the advertisers were convinced of its power to reach the young target group what resulted in rising advertising revenues. The managerial decision to alter the concept in favour of an insert for all ages, is analysed critically.

How to Cite:

Raeymaeckers, K., (2000) “DeMix: een marketingtool voor krantenleesgedrag bij jongeren?”, Tijdschrift voor Communicatiewetenschap 28(3), 214–229.