Contenu du sommaire : La publicité industrielle ou publicité des biens d'équipement

When there are 15 million TV receivers in France who will listen to the radio? "No one", says public opinion. "Look at America !" Let's look at America, then. Radio is in full growth there. In England, on the other hand, it is losing ground. But in West Germany... Maurice Lemay has studied these phenomena, on the ground, and their comparison has led him to make one practical conclusion : Radio has its necessary place in the spreading of news (and advertising). But Radio must make a change in time, that is to say very quickly. Now it so happens that conditions, both technical and financial, are ripe for this. Maurice Lemay shows the possible ways.

What is a product manager ? An organisation chart is a circular system. It shows an exchange between duties and between specialisations. The result is the very life of a company. What can be done about blood-clots and sclerosis ? How can one avoid closed compartments, short circuits, tribal rivalry from department to department ? In this field a technique of Anglo/British origin has already proved its usefulness experimentally–the Product Manager. Yet another neologism... but in fact the role of a Product Manager or Product Executive is of obvious interest to anyone whose job it is to run a business. Will the Product Executive, one-man synthesis of the whole of an industry, prove to be the accelerator needed ? Alain Bernier gives an eye-witness description of the method as it is applied at present. One thing to be noted is the essential part played by advertising in the duties of a Product Manager who is in fact a new type of general manager in business.

Women's press : A sociological approach A strange phenomenon : the editorial matter in women's magazines is coming to resemble advertising more and more. Not so much in its objectives as in its style. And again : the readers of a well-defined category of journals protest every time the advertising space exceeds 20%. Below this figure they seem not to mind (always supposing they notice). Another reaction : a reader declares quite definitely that she is no longer going to read the "shopping" section : she doesn't want to be "forced" to read advertising. Evelyne Sullerot has gathered together a certain number of clinical observations of this nature. Described and explained, they throw a new light on the enormous public constituted by the fair sex.