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 newspaper advertising can be deployed. No account is taken, for example, of the size of the space bought (i.e. a DPS, a page, a half page etc.), nor of the advertisement's position in the paper.

Instead, planners are simply presented with estimates of how many people see or look into each title as a whole. From this they must make their own...

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