Readership research: Methods

 

When an advertiser looks at a media flighting plan, it would be reasonable to expect that they could identify a specific the point in time at which their selected media delivers their brand communicat ...

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 ...

Media depends upon audience surveys to quantify the 'value' of advertising time and space. While each medium has its own specific approach to audience measurement, all are based on surveys, though the ...

This paper looks at the key measurement issues currently facing a variety of different sectors of the media (online, print, radio, video etc.). Based on the analysis of the top three issues said to be ...

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 ...

In our contacts with media researchers around the world we have found that there are many questions and blank spots with regard to the new Dutch approach of measuring readership figures in an online p ...

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 ...

This paper summarises the recent UK readership accumulation study conducted by NOP on behalf of NRS Ltd. Given the increase in timebased press planning, there has been an increasing demand for up-to-d ...

Arbitron and Time Inc. are considering technology-based measurement to capture magazine readership, possibly as an enhancement to Arbitron's Portable People Meter (PPM) measurement. The present video- ...

This paper focuses on the frequency approach to measuring both average issue readership and publications turnover/casualness rates, with an emphasis on the measurement of turnover (or casualness) figu ...

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 ...

This paper outlines the results from an experiment examining response order effects with visually presented lists. In particular it examines the implications of the practical response adopted by most ...

The paper concentrates on a new method for the measurement of specific issue readership. By means of an electronic version of the Through the Book method with various issues of some twenty magazines t ...

Millward Brown IntelliQuest has performed a controlled experiment comparing web-based versions of its annual syndicated media study, the CIMSTM Home Technology Influencer and Business Technology Influ ...

With increasingly more media choices, each capturing less time with oversolicited consumers, attention is the new benchmark in advertising. It is no longer enough to reach prospective consumers; adver ...

This paper describes the Print Optimization Monitor (POM), a research tool designed to not only measure the affinity of certain target groups to individual magazines, but also those contents with an a ...

Knowledge Networks has tested a new approach to market research in the United States by using a random-digidial sample for panel recruitment and equipping panel households with a device connecting the ...

The newspaper industry has never informed advertisers of the number of persons that read a newspaper on one specific day. Subscription newspapers say that readership does not fluctuate significantly o ...

This paper shows evidence that reach and frequency estimates used for print planning in the United States are likely flawed. Cumulative net reach appears significantly understated (and frequency is ov ...

Responds to an article by Richard Jean (November 2001 CARF Newsletter) criticising Recent Reading as the method for measuring magazine readership. The RR method illustrated. Reasons why PMB adopted RR ...

PMB 2001 readership results for magazines in Canada are soaring, compared with the 2000 survey. This is ascribed to change in method from TTB (through-the-book) to RR (recent reading). Argues that RR ...

Echo Research has now completed two World Editors' Forums, the first in August-September 1999 and the second in September 2000. The forums consisted of research conducted with editors from some of the ...

If you should start a national, large-scale study on magazine audience accumulation, which method would you use? In this paper we will answer this question. Or at least try to. We report on the method ...

In this particular instance a prize drawing as a survey response incentive did not increase the response rate for a mail questionnaire study of computer purchasers. However, it did increase the magazi ...

By combining the name and address file of respondents predesignated for inclusion in a survey sample with one of the large-scale marketing databases, characteristics of those that do and do not respon ...

Print media research is a slow but sure-footed beast. This paper describes some notable developments in readership research around the world. Pressure to measure an increasing number of titles and, in ...

The 1999 Worldwide Readership Research Symposium was attended by a wide diversity of delegates, if not speakers. Two-thirds of papers were Anglo-Saxon, and all but four of these English or American. S ...

Many major package good advertisers now use planning models requiring weekly estimates of media target points. For print, what is required is an estimate of the velocity of total audience accumulation ...

Surveys the current state of magazine readership research in the US. Research has moved away from being a tool for publishers to sell against each other towards addressing the key business interests o ...