Quantitative empirical research into 'management fashions' or 'organization concepts' is dominated by studies using print media indicators (PMI). Such research builds on the simple premise that the number of publications on an organization concept in the course of time reflects managerial interest in this concept. However, whilst PMI may be fruitfully used to study management fashions, this use is less straightforward than appears commonly assumed. We aim to fulfil the need for a methodological paper discussing the possibilities and limitations of using PMI. Thereby we draw on insights from bibliometrics and management fashion research, including our own ongoing research. © 2006 Springer.