Daily reach using SMS

Lena Vogelius and Leif Widman

The newspaper industry has never informed advertisers of the number of persons that read a newspaper on one specific day.

Daily Reach Using SMS

Measuring and reporting reach in real time

Leif WidmanDagens Nyheter andLena VogeliusWireless Opinion Scandinavia AB

Introduction

The rate card of a television station is based on how many GRPs (gross rating points) the station delivers, that is, how many people watch a particular programme or commercial. People meter panels deliver the GRPs every day. The rate card of a newspaper, however, is based on the reach the newspaper has had months or even years before the advertisement appears in the newspaper. Newspaper reach is therefore based on historical data that an independent...

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