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Christian Pradié
L’irrésistible montée des études de marché dans la presse française (1920-1990)
Le Temps des médias n°3, automne 2004, p. 126-137.Growing links between newspaper publishers and the advertising industry helped fashion many media developments during the 20th century. In addition to the data about newspaper circulations available from 1922, we may highlight the survey findings of market research firms. Put together, they provide quantitative data about newspaper readership. The use of surveys for advertising purposes, in the middle of the century, stimulated the use of market research methods; these in turn led to the introduction of editorial marketing in the 1960s-1970s.
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