A time-based press reach and frequency model
Peter Channell and Paul Sumner
Describes a new model for press reach and frequency. Unlike conventional readership models, this takes account of how insertions can be spaced over time, by using a new measure from research: the proportion of readers who are new to each issue, balanced by those who drop out (which is hidden in the average issue readership measure).
A Time-Based Press Reach and Frequency Model
Peter
Channell
IMS
and
Paul
Sumner
Consultant
Most media planners know that press reach and frequency models
in use in the UK today take no account of how insertions are
spaced across time. Three insertions in a monthly, placed
consecutively in the January, February and March editions,
achie
