Abstract
The communication-behaviour-axiom contains two control factors: multi-modality and multi-channel-using. This axiom establishes a special branch of long-term communication-behaviour-research and two basic models: capital communication-stock and individual communication strength. The generation of two communicative characteristics will be described-representative of periodical magazines and newspapers: volume of annual contacted titles and number of annual contacted copies of magazines and/or newspapers. The long-term, annual individual communication-behaviour-data are aggregated to two communicative types. Actual results are shown for two different sectors: eastern (new) and western (old) federal states of Germany
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