Progress toward passive measurement of print. How consumers 'really' read magazines

Roberta M. McConochie and Jane Bailey

Arbitron and Time Inc. are considering technology-based measurement to capture magazine readership, possibly as an enhancement to Arbitron's Portable People Meter (PPM) measurement.

Magazine audiences
Magazine effectiveness
Media data sources
Readership research

Progress Toward Passive Measurement of Print

How Consumers “Really” Read Magazines

Roberta M. McConochiePortable People Meters, Arbitron Inc., United States

Jane BaileyTime Inc., United States

INTRODUCTION

Background

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