Electronic Measurement Of Magazine Reading
New methodology, new problems, new solutions
Jay MattlinKnowledge Networks
Introduction
The advent of the Internet raises tantalizing possibilities for fresh approaches to conducting readership research. At the recent Worldwide Readership Research Symposium in Venice, speakers reported on SUMMO's pilot readership survey with a sample from a 'computer access pool' in the Netherlands, experiments with Web surveys using the Intelliquest Technology Panel in the United States, and IpsosMedia's pilot study of IT decisionmakers in France in which respondents contacted by telephone were offered the choice of answering the survey via the Web or a paper...