Print: Print research

 

This paper discusses research on audience measurement across platforms, especially print, using the Arbitron Portable People Meter™ (PPM) combined with Radio Frequency Identification (RFID). It addres ...

This paper examines the interpretation of print advertising by different interpretive communities, and explores how audiences interpret open-text vs closed-text advertisements. A reader-response/recep ...

Discusses 'engagement' and how it can be measured in magazines. Mass media has lost its power to connect with consumers as it used to. Consumers can now interact with mass media content and customize ...

Guy Consterdine describes the UK’s National Radership Survey’s (NRS) readership accumulation study, published in 2004. This provides estimates of how the readership of individual publications build o ...

This paper is an update to the one submitted to the previous WAM conference in summer, 2003. Since that time, Millward Brown IntelliQuest produced a web-based survey for measuring print audiences. The ...

Emma Hartley, from Australasia’s Colmar Brunton Media Solutions, reviews some of the papers delivered at the Worldwide Readership Research Symposium held in Cambridge MA, autumn 2003, and chooses her ...

Andrew Green, global director research and analysis at Billets, calls for a reappraisal of print readership research. Commenting on the 11th Worldwide Readership Research Symposium (Oct 2003), he rem ...

Paper given at the International Media Research Society's seminar in Bordeaux, September 2002. Media research under threat because users (agencies) say that it does not measure the full communications ...

There are two parts to this paper. The first part describes the authors' use of market datasets (currency or other), their objective in preserving them and the resulting (and different) approaches tak ...

The author recently analyzed the local delivery of national magazine schedules in concert with proposed purchases of local Internet media weight on a Designated Market Area basis. The purpose of the a ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1987, Appe ...

Are advertisements with more peripheral pictures more memorable than those with fewer pictures? If advertisers' objectives could be accomplished with advertisements containing fewer pictures, signific ...

This article calls for the application of content analytic techniques to advertising as a method of predicting advertising effectiveness. A comprehensive empirical investigation examines the effect of ...

This paper proposes there are three decision areas which make up any advertising campaign: communication, targeting and budget size issues. This thinking is linked to the current hot topic of integrat ...

Marketers are used to addressing the rapid shifts in fashion that are a feature of many youth markets. This article uses an analysis of Youth TGI data to show how the readership of young people's publ ...

When one watches researchers assessing the 'noting' of print advertisements, one may find the attitude taken somewhat schizophrenic. On the one hand, the so-called Recognition method devised by Daniel ...

This paper presents a case study which compares the reach and frequency results for an average campaign on Dutch TV directed at housewives with the achievements of a same sized budget mixed magazine a ...

The benefit from mixed print and television advertising arises in two ways - from better targeting and from an increase in the power of the communication. This paper briefly outlines this two factors ...

This paper describes an investigation to determine whether or not it is possible to segment people by their habits with respect to a total of 98 variables relevant to exposure to media in one form or ...

This paper explains the commercial and technical reasons why the French magazine publishers decided in 1992 to create a new readership measurement tool. While deciding to continue with the basic re ...

This paper describes the second First Read Yesterday (FRY) experiment carried out by CESP. Conducted over the period 1991/92 the project was not intended to be an audience measurement survey, but a t ...

In 1992 Cebuco, the marketing and research organisations of the Dutch newspapers, invited 7 large non-newspaper advertisers to undertake experimental newspaper advertising to test the medium.

The use of a six-month screen for magazines and a seven-day screen for daily newspaper audience measurement is biased against the national newspapers.

It goes without challenge that the new electronic media developments demand new thinking by advertisers and agencies, but this report is concerned with the old media of print and television. It bring ...

This paper describes a controlled experiment which showed that a Print plus Television schedule significantly out-sold a Television only one. It is thus similar to many of the case histories brought ...

This paper outlines the 11,000 annual personal interview research study which has been run by Burda since 1974 and designed to collect a wide range of consumption, ownership, media use, attitude and ...

Based on their ad campaign tracking experiences over 20 years, Millward Brown now believe that in one vital respect much research evidence has systematically underestimated the extent to which magazin ...

This paper argues that the momentum generated by this initiative should not be allowed to fade away. It identifies 9 ways in which further work could and should be undertaken.

This report details the results of a number of media mix tests in Germany conducted for the Bauer Publishing Group by GfK, using the GfK 'Behaviourscan' (Hasloch) and ERIM-Panel micro test markets. T ...

This paper describes a regional marketplace test carried out in the US on behalf of a large-budget multi-brand advertiser who initially rejected the agency recommendation that a combination of magazin ...