Readership research: Quality of reading

 

This paper examines the issues surrounding the effectiveness of magazine advertising. As the market has grown and fragmented, and publications have begun to increase in size, it has become increasingl ...

This study presents a quantitative examination of the qualitative impact of print media, both newspaper and magazine, on advertising effectiveness. Previous research has identified 39 distinct qualita ...

The Involvement Index, presented at WAM 2002, has been embraced as a breakthrough, enabling qualitative data to be effectively incorporated into the planning and buying process and sparking debate ove ...

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 ...

A Quality of Reading Survey (QRS) was published in the United Kingdom in November 2000, covering 242 magazines, newspapers and newspaper supplements. This paper outlines the survey briefly, then focus ...

The newspaper business faces a long-term decline in readership that threatens its central role in American society. One key reason involves a lack of understanding about what consumers really want fro ...

This article concentrates on research that goes beyond traditional 'opportunities to see' approaches to measuring audience size and composition, such as peoplemeter systems for television, readership ...

Relationship with a medium, in the sense of usage of and attitude towards a medium, is underestimated in media-planning. Reading intensity seems to be a good indicator for page exposure, so for the op ...

Describes different ways of defining `quality of reading': source of copy, disappointment if not available, place of reading, time spent reading, contact with and rating of publication, interest in to ...

A comparison between the number of editorial articles and pages in the daily newspaper Tages-Anzeiger (average 70) and the claimed time spent reading (average 22 minutes) suggested that the paper was ...

This paper explores the extent to which the rapid growth of video games may have adversely affected the reading behaviour of the youth of the UK. Using a range of sources, and the results from a newl ...

Describes the Ayer Adjustment (by the agency NW Ayer Inc.) which removes form MRI's reported audience levels those persons who are felt to be more casual, less loyal, readers of a magazine and perhaps ...

Argues for the value of a wide range of qualitative measures (`reader quality') with illustrations from magazines (Simmons and MRI data). Variables discussed: editorial affinity (intense liking, thoro ...

Describes a research study into how complexity of print advertising copy affects readership. Literature review on complexity in advertising. 3 questions addressed: how far does complex copy affect rea ...

This paper describes the work, still in progress, being carried out by Y&R to help their understanding of the value and significance of the various indicators of the relationship between reader and ma ...

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 reviews recent work by researchers Millward Brown International relating to the tracking of print advertising campaigns.

This paper argues that it is necessary for readership studies to incorporate questions designed to distinguish between reading contacts in terms of their ability to generate ad exposure. This should ...

Average page exposure (APX) results were first published as part of the official German Media Analysis in the summer of 1992, and hereafter will be published regularly. This paper outlines the step ...

Cognitive Psychology is called in aid to explain how readers of print media screen and process information. The paper describes the theory of `schemata'. There are two relevant aspects to this: one co ...

A paper given at the 1991 International Readership Symposium. In the USA, qualitative measures are increasingly used as tie-breakers, to discriminate between magazines offering similar costs per thous ...

Average issue readership (AIR), whilst a satisfactory buying currency, is inadequate for media planning. The Media Partnership, a consortium of major agency media interests, has developed QR (Quality ...