More reach than readership

Barbara L. Zack
PHD Network

Data Overview

The key findings presented in this paper result from an analysis of actual newsstand magazine purchases, by household, over a 52week period ending 31 August 2001. This data was compared to MRI data collected during roughly the same time period.[1] The newsstand data was provided by PDI (Promotion Decisions Inc.); PDI tracks scanned grocery store purchases for over 200,000 consumers. The PDI data has been adjusted, as appropriate by magazine, to reflect nongrocery newsstand sales. A complete review of the PDI data and adjustments is presented within this paper.