Wayside Pulpit: Separate Surveys are the Only Cure for NRS's Current Woes

Bob Hulks

Bob Hulks believes that the only solution to the misgivings to the National Readership Survey being voiced by both newspapers and magazines is to separate it into two.

Wayside Pulpit

Separate Surveys are the Only Cure for NRS's Current Woes

Bob Hulks, Alban Hulks Research

They say the road to hell is paved with good intentions which, to veteran industry research observers, applies perfectly to the National Readership Survey. While BARB suffers the predictable pain of introducing its new specification to the advertising world, the press has been going through its own kind of angst. More than one recent news story chronicles the disaffection of the News-paper Proprietors Association (NPA) with the new, much-heralded solution to the problems of measuring the readership of more and more...

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