Is a newspaper double paged spread twice as impactful as a page?

Most data on newspaper readership offer measures of how many people see a given publication, but do not provide information on factors such as the size of an ad, and the impact this can have on consumers.

Is a newspaper double paged spread twice as impactful as a page?

Andrew GreenZenithOptimedia

BACKGROUND

Industry readership studies provide media planners and buyers with a 'currency' for trading space. They do not differentiate between the different ways...

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