Demographics and destiny |
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| Authors: | J Kendrick Noble |
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| Institution: | (1) Research Department, Paine Webber, 9th Floor, 1285 Avenue of the Americas, 10019 New York, NY |
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| Abstract: | Although publishers are accustomed to defining audiences and markets, they rarely take into account demographic data. Knowing
the size of various age groups can help publishers to distinguish between subject areas whose markets are likely to grow and
those whose markets are likely to shrink or level off Kendrick Noble offers demographic profiles of the U.S. population in
1988 and 1995 and predicts some likely effects of demographic change on the markets for pubishers’ products.
J. Kendrick Noble, Jr., is first vice president of Paine Webber, Inc. and a leading analyst of the publishing industry. |
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