Readership measurement in the digital age
Andrew Green
Ipsos MediaCT
Introduction
History can tell us how particular research methods have evolved over time, but are they still relevant to the way we do things today or should we scrap them and start over? Readership measurement to support the buying and selling of advertising first took place in a systematic way some 75 years ago in the UK and, in many respects, is remarkably similar today.
Yet the world of publishing has changed out of all recognition since then. Newspapers have many more pages and sections than they did....