Measuring audiences for unaddressed printed matter.
Jacques BraunandPierre CalmardMdiamtrie, France
SOLVING THE PROBLEM: WHAT SHOULD WE MEASURE?
How do we measure the audience of unaddressed printed matter? Before attempting an answer, something must be defined: what is an audience? If we are referring to all the measurements made for the traditional media - television, radio, cinema, press - the audience is understood as being the quantification of a number of contacts between physical individuals and one or several supports.
The role of the method of measuring audience for unaddressed printed matters is to offer all operators in...