Pan-European readership research - A greater harmonisation of national readership surveys?

Peter Masson

After examining the historical background which led to the Pan European Survey of readership (PES), the author identifies the need for a broader survey, but believes that this is unlikely to be forthcoming, because it is not in the interests of the international media to widen the universe.

Pan-European readership research - a greater harmonisation of National Readership Surveys?

Peter Masson

After examining the historical imperatives which resulted in the Pan-European Survey, Peter Masson identifies the need for a broader survey and suggests it is unlikely to be forthcoming in the immediate future. Yet changing market conditions will exert pressures to provide broader based media research and this pressure will probably require an investigation of current surveys. In the short term, Masson outlines techniques which allow for harmonisation of readership data and suggests we need to make better use of what we have.

Pan-European readership research...

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