Developments in The Measurement of Readership Accumulation
Julian BaimMediamark Research Inc., United States
Alan HiggsNOP Media, United Kingdom
BACKGROUND
Until quite recently there has been a lack of reliable information on the rate at which magazines and newspapers accumulate their total average issue readerships. In just about every major global market, the published readership currency is average issue readership, but normally models are employed to estimate the build up of an issue's audience over time. The data on which these models are based was collected many decades ago and for more than 35 years there was no country...