Back to matchesWe found a matchYour institution may have rights to this item. Sign in to continue.TitleVALIDITY OF READERSHIP STUDIES.AuthorsMason, J. W.; Riddle, George W. N.AbstractThe article presents a letter to the editor commenting on the article "Validity of Readership Studies," by George Riddle.SubjectsLETTERS to the editor; READERSHIP surveysPublicationJournal of Marketing, 1954, Vol 18, Issue 4, p393ISSN0022-2429Publication typeLetterDOI10.2307/1247925