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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 7, July-December 2008


Antonio J. Baladrón Pazos Universidad Rey Juan Carlos Beatriz Correyero Ruiz Universidad Católica San Antonio
Title Professional magazines specialized in Advertising in Spain: Results of a Delphi study Summary In this article there are gathered the results of a qualitative research developed in 2007 on the market of the professional magazines specialized in advertising in Spain. The main purpose was to carry out a descriptive analysis of the current situation and also a prospective analysis in order to foresee the future of these publications. The research methodology used was the Delphi method. The conclusions refer to questions like the strengths and weaknesses of these magazines, their principal competitors, how they use the new technologies and the future trends related to their development. Keywords Advertising, professional magazines, publishing business, tendencies, qualitative investigation, Delphi


doi: https://doi.org/10.31921/doxacom.n7a4


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