The Standaard Group

Article Abstract:

Flemish publisher Vlaamse Uitgevers Maatschappij (VUM) NV of Brussels, Belgium, has developed an extensive research program to support its newspapers: the 'Standaard,' 'Nieuwsblad/de Gentenaar' and 'Het Volk.' An intriguing part of VUM's research program is a database containing news about the labor market and related subjects that is provided to personnel advertisers. These advertisers use the material to pre-test ads for effectiveness. VUM, which also owns Brussels-based The Standaard Group, also conducts benchmark research to establish its strengths and weaknesses compared to other papers and other media, such as radio and television.

Belgium

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Brabant Pers

Article Abstract:

Verenigde Nederlandse Uitgeversbedrijven BV-owned regional newspaper publisher Brabant Pers has been using the British Mosaic postcode segmentation system in its marketing research activities since 1998, frequently with rewarding results. The company is organizing a marketing information center manned by a multidisciplinary team composed of its editorial, marketing and advertising units. The idea is for the three units to collectively and constantly develop fresh publishing initiatives. Brabant Pers, which is based in 's-Hertogenbosch, Netherlands, publishes the newspapers 'Brabants Dagblad' and 'Eindhovens Dagblad.'

Netherlands

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