Newsstand

Barbara L. Zack

This paper shows evidence that reach and frequency estimates used for print planning in the United States are likely flawed.

Newsstand

More reach than readership

Barbara L. ZackPHD Network

Data Overview

The key findings presented in this paper result from an analysis of actual newsstand magazine purchases, by household, over a 52week period ending 31 August 2001. This data was compared to MRI data collected during roughly the same time period.[1]The newsstand data was provided by PDI (Promotion Decisions Inc.); PDI tracks scanned grocery store purchases for over 200,000 consumers. The PDI data has been adjusted, as appropriate by magazine, to reflect nongrocery newsstand sales. A complete review of the PDI data and adjustments is presented within...

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