Changing demands for research

There has not only been an economic crisis of the media and advertising industry which seized most publishing companies in
2001 ff. and had its consequences for the budgets of most of the media research agencies. In this crisis also happened a
fundamental shift of the research focus of the publishers: Less research aimed at strategic problems, future developments, (new)
product development, and more research aimed at supporting ad-sales. It is questionable whether this focus shift is a successful
strategy of overcoming the crisis.
There are lots of indications that we are part of an industry in its final life cycle.
But there are also developments which may show how publishing companies can survive and prosper. The thesis will be set
forth that print media research should change its focus from the support of selling ads to helping the publishing houses to get the
superior content providers (respectively the providers of premium content) in the global multi media environment.

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