Doubts over newspaper readerships in the UK

Manfred Mareck

This article discusses magazine readership research. Average issue readership (AIR) remains the preferred currency on which magazines are bought, in spite of much criticism over the past 30 years.

Doubts over newspaper readerships in the UK

Manfred Mareck

With accountability and demands for ROI measures still de rigueur, I sometimes wonder why magazines still attract advertising. Their base metric is 'average issue reach' (AIR), which estimates how...

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