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...