Readership panels: the state of the art

Richard Dodson

The article reviews the experimental work undertaken by JICNARS into the validity and effectiveness of diary panels as a means of obtaining readership data, following the signalling of this question at the New Orleans Readership Symposium in 1981.

Readership Diary Panels: the State of the Art

Dick Dodson Telmar Communications

During the last decade there has been, in the UK, a major investigation of the use of diaries for collecting readership data. During this study existing research has been reviewed, original research has been undertaken, additional analysis has been carried out of existing data and the interpretation and implications of the findings have been debated at length.

The driving force for all of this has been the JICNARS Diary Panels Technical Study Group. Their final report is soon due for publication and comprises a comprehensive statement of...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands