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- Title
New developments in readership research.
- Authors
Page, Katherine
- Abstract
Print media research is a slow but sure-footed beast. This paper describes some notable developments in readership research around the world. Pressure to measure an increasing number of titles and, in some cases, newspaper sections has led to some new solutions. Two recent studies have addressed the growing demand for media planning data on how long it takes for print titles to accumulate their readership. Some countries are exploring the potential of the new technology available for data collection. Debate about the different ways of estimating readership and minimising bias continues, and there have been some changes in the ways that different countries address these issues. Concern over declining respondent cooperation is becoming more pressing, and may have an increasing influence on how methodologies are adapted and developed.
- Subjects
READERSHIP surveys; PUBLISHING finance; READERSHIP; MASS media &; international relations; CATALOGS; RESPONDENTS
- Publication
International Journal of Market Research, 2000, Vol 42, Issue 4, p367
- ISSN
1470-7853
- Publication type
Article
- DOI
10.1177/147078530004200401