measuring newspaper reading during summer period via mobile phones

Leif Widman
Dagens Nyheter AB
Lena Vogelius
Wireless Opinion Scandinavia AB

Introduction and Background

Newspapers base their advertising rate cards on several factors, one of the more important factors being the number of readers reading the newspapers. Usually newspapers get the number of readers from syndicated research. The methods to sample the information are face-to-face, postal or telephone interviews.

Advertisers do not want to pay as much for advertisements during the summer vacation season because they say that newspaper reading is much lower than usual. Therefore newspapers give discounts and newspaper-advertising revenue decreases quite a lot during the holiday season.