Bringing magazine measurement into the 21st century – providing event-based data whilst maintaining the recency measure
Daniëlle SiegersCIM, Belgium
Patrick HermieMediaH, Belgium
Peter MassonBucknull & Masson, United Kingdom
OVERVIEW
This paper describes the current method of collecting and processing data for evaluating different magazine schedules. This is Last Issue Period readership (Recency) coupled with reading frequency and a probability expansion model to produce the traditional schedule evaluation metrics of GRPs, Net Reach, Average OTS and the OTS distribution. The flaws of this model are well documented.
The paper challenges the actual utility of this model...