Wayside Pulpit
Separate Surveys are the Only Cure for NRS's Current Woes
Bob Hulks, Alban Hulks Research
They say the road to hell is paved with good intentions which, to veteran industry research observers, applies perfectly to the National Readership Survey. While BARB suffers the predictable pain of introducing its new specification to the advertising world, the press has been going through its own kind of angst. More than one recent news story chronicles the disaffection of the News-paper Proprietors Association (NPA) with the new, much-heralded solution to the problems of measuring the readership of more and more...