Specific Issue Reach And Specific Issue Effects
A welcome add on for print in the measurement of reach and effects in a mixed media campaign
John Faasse Kobalt Media ServicesArie K. den Boon Daphne Communication Management B.V.
Specific issue reach and specific issue effects
The paper concentrates on a new method for the measurement of specific issue readership. By means of an electronic version of the Through the Book method with various issues of some twenty magazines the specific issue reach and the cumulating reach has been investigated in the Dutch market.
