Measuring audience for unaddressed printed matter

More than 21 billion of unaddressed printed matter distributed in France in 1995! In Europe, like in France, unaddressed printed matter is a very special advertising support, thanks as much to the amount distributed in letterboxes, as to the market dynamics that it represents.

Measuring audiences for unaddressed printed matter.

Jacques BraunandPierre CalmardMdiamtrie, France

SOLVING THE PROBLEM: WHAT SHOULD WE MEASURE?

How do we measure the audience of unaddressed printed matter? Before attempting an answer, something must be defined: what is an audience? If we are referring to all the measurements made for the traditional media - television, radio, cinema, press - the audience is understood as being the quantification of a number of contacts between physical individuals and one or several supports.

The role of the method of measuring audience for unaddressed printed matters is to offer all operators in...

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