The impact of recent readership on magazine audiences

Richard Jean

PMB 2001 readership results for magazines in Canada are soaring, compared with the 2000 survey. This is ascribed to change in method from TTB (through-the-book) to RR (recent reading).

The impact of recent readership on magazine audiences

Richard JeanCanadian Advertising Research Foundation Education Committee

 

By now most of you have had a chance to review the latest PMB 2001 magazine readership results. Compared to PMB 2000, magazine audiences are soaring. What can we believe as media professionals? Are the new magazine audience numbers for real?

Whatever we believe the impact is enormous. Agencies and media buying shops have to contend with dramatically increased audiences and reach achievements. Does this mean for instance that we should buy more or less magazines to meet objectives? Are our objectives in...

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