Let's make the NRS a Credible Currency this Time
Neil Shepherd-Smith, media research consultant, explains why NRS readership measurement needs to be re-examined
As the future methodology of the National Readership Survey (NRS) is currently the subject of much discussion, this seems a good time to put forward some relevant thoughts. First, we should consider what a readership survey is for and what it is reasonable to expect from it. The NRS claims its objective is ... to provide the common currency of readership research data for newspapers and magazines.
The provision of a currency
Any currency must...