Measuring audiences for unaddressed printed matter.

Jacques Braun
and
Pierre Calmard
Mdiamtrie, 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 the advertising market a series of indicators for comparing these supports with each other, and for comparing different media. In order to do this, any measurement of audience for unaddressed printed matter must, above all, quantify contacts between individuals and unaddressed printed matter. More precisely, this measurement must let us an estimate, for traditional targets used by the market operators, of the number of contacts created by unaddressed printed matter. From that point on, it will be possible to segment and compare behaviour patterns, by distinguishing, for instance, the frequency of contacts housewives have, as compared to working men, or young people compared to older people, and so on.