More on yardsticks - from average issue readership to average page exposure

Rolf Speetzen

This article from Germany describes attempts to improve on average issue readership (AIR) as a media currency and for scheduling purposes.

More on yardsticks - from average issue readership to average page exposure

Rolf Speetzen

For a long time, the German industry has been studying ways of creating a better, harder print media currency. As in many other countries, the present basis for magazines is 'carrier contact' average issue readership. Since the early 1980s thinking has been directed towards methods of contact qualification. This paper describes important recent studies into selected criteria that seem set to provide a valid 'official' new currency. Examples of the considerable effects these will have on schedules are provided.

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