Readership research: Readership models, modelling

 

An essential element of print advertising is calculating how many people are likely to see an advertisement placed within a particular publication. Marketers want to formulate a schedule which will al ...

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 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 ...

The author recently analyzed the accumulation patterns of 120 different magazine schedule/target combinations in order to identify a potential hierarchy of ad exposure accumulation by both broad edito ...

This paper outlines an approach to modeling advertising exposure in magazines over specific periods of time, providing important insights to aid advertisers and media planners in developing more produ ...

This paper examines new developments in readership analysis and explores an innovative solution to the issue of managing the accumulation of print audiences in the Dutch market. The authors present wa ...

Paper given at the International Media Research Society's seminar in Bordeaux, September 2002. Discusses the present and future of media research, and complains of a lack of new ideas. Changes such as ...

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 ...

Many newspapers have a distinct and regular readership pattern across the days of the week, a function of general newspaper readership patterns and of differing editorial content. The current press re ...

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 ...

This article describes Sesame - a new multi-media planning system. It uses separate print and TV models, but because the two frequency distributions are calculated at individual informant levels it i ...

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 ...

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 effectiveness of targeting over time will have been affected by the interaction of three factors: market trends, demography and readership. We can conclude that, at the broad level, the trends in ...

Neil Shepherd-Smith criticises the 'recent reading model' (which dates back to 1947), according to which the total readership of a periodical over the whole of its life is equivalent to the readership ...

Fragmented media need focused research. One in a series of articles on media research currencies, this one looks at replication, an old distortion in readership studies, and suggests in which areas th ...

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 ...

Argues that the Joint Industry Committees for media research (the JICs) have failed advertisers because they report only the delivery of opportunity-to-see and do not consider how media variables affe ...

Discusses whether the National Readership Survey (NRS) should continue to cover both newspapers and magazines, or should be split. The author argues strongly against the idea. Industry bodies are not ...

Argues that the JIC (joint industry) system for providing media research is fundamentally the right one, but that the data are not appropriate for the needs of media planners. The system is failing to ...

The author describes the different models used to produce and manipulate UK readership data.

The assumption is always made that circulation figures are absolute. If readership and circulation figures do not relate in a consistent manner, there must be something wrong with the readership measu ...

This article examines the importance to newspaper publishers of retaining reader loyalty, and considers the suggestion that a side-effect of the newspaper price war has been to lower reader commitment ...

Despite the many innovations introduced over the years by the NRS, today's survey still comes in for criticism from its users. Emphasising the importance of retaining the structure and continuity of t ...

A number of new methodologies are currently being canvassed.

A reply to Michael Brown's vigorous defence of the Recent Reading measure in the NRS and other readership surveys (in Admap, April 1994). The author suggests that the two positions have much common gr ...

In its February issue, Admap published the latest in a series of critiques by Neil Shepherd-Smith on the average issue readership measures derived from 'recent reading' questions - as used by the Nati ...

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 that it is better not to adjust readership estimates when there are drops in the readership or circulation figures. Refers to a special analysis of several years of observations to show a) that ...

The research described in this paper was part of a readers-per-issue validation programme commissioned by the German readership organisation, AG.MA. In order to evaluate the relative importance of ou ...