New Developments in Readership Research
Katherine Page
THE MODEL
The primary objective of readership research is to provide a 'currency' of readership estimates by which the value of advertising in the titles concerned can be assessed and traded. The most usual estimate is Average Issue Readership (AIR). There are a variety of ways of arriving at an estimate of AIR. Most surveys employ the Recent Reading model, which assumes that respondents who claim to have read or looked at anyissue of a title within its publication interval prior to the day of interview count as readers...