Length of Screening Interval and Print Media Audience Estimates

Valentine Appel

The use of a six-month screen for magazines and a seven-day screen for daily newspaper audience measurement is biased against the national newspapers.

Length of Screening Interval and Print Media Audience Estimates

Valentine Appel

The use of a six-month screen for magazines and a seven-day screen for daily newspaper audience measurement is biased against the national newspapers.

Measurement of the sizes of audience of newspapers and magazines generally involves a two-step questioning procedure administered to projectable samples of survey respondents. Regardless of whether the survey is conducted in person, by telephone, or by mail, for each of the series of publications to be measured, respondents are typically asked to indicate whether or not they might have read or looked into any copy of...

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