Measuring the 'daily reach of dailies' and newspaper sections

Ingemar Lindberg, Paul Sumner and Peter Masson

Many newspapers have a distinct and regular readership pattern across the days of the week, a function of general newspaper readership patterns and of differing editorial content.

Measuring The 'Daily Reach Of Dailies' And Newspaper Sections

Data modelling for realistic reach and frequency evaluation of schedules

Ingemar LindbergResearch InternationalPaul SumnerBucknall and MassonPeter MassonBucknall and Masson

Introduction

Unlike TV and Radio, the measurement of press, using average issue measures, does not take account of the time of exposure or issuebyissue variations in audience. This press readership model, based on estimating readership from any issue of a title in a fixed time period, provides a very poor estimate of the audience delivered at the time (day) the issue appears on a planner's schedule.

There...

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