A mail access panel survey on reading and reading frequency: experiences and insights

Frequency has always been one of the most important aspects of the readership measurement discussion. The question of frequency supplements the Average Issue Readership (AIR) measurement and, until 1971, it was actively used for the calculation of reading probabilities in Germany. Over the years, the question of frequency has become less important. At present, these data represent just one of several active variables in the segmentation process in order to establish reading probabilities among the broadest readership per title.
However, the international discussion continues, demonstrated by the large number of papers presented at the readership symposiums in New Orleans, Berlin, Hong Kong, San Francisco and Vancouver, to mention just a few. Thanks to Michael Brown we now have a rather complete list of issues and research as to questions of frequency, summed up in his book “Effective Print Media Measurement�.

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