Progress toward passive measurement of print. How consumers 'really' read magazines

Roberta M. McConochie and Jane Bailey

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.

Progress Toward Passive Measurement of Print

How Consumers “Really” Read Magazines

Roberta M. McConochiePortable People Meters, Arbitron Inc., United States

Jane BaileyTime Inc., United States

INTRODUCTION

Background

Virtually all of today's currency measurement systems evolved in simpler times before the days of media multi-tasking, prior to the present fragmentation of television, radio and print; long before the current explosion of electronic media and of course well before the internet morphed into a mainstream medium. Though there has been increasing criticism of current measurement methods, fundamentally little has changed. Today's currencies continue to rely on active respondent participation. In...

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