The Audit Bureau of Circulations has launched a Reader Profile service to fulfil a need for credible, standardized readership studies for both newspapers and magazines. Why audit? Advertisers are losing confidence in independent studies. They want to make certain that minimum standards are used for all studies and the same readership and demographic questions are asked. In developing the Reader Profile service the first step was to prepare a minimum set of research standards for market universe studies of a single paper using RDD (Random Digit Dial telephone surveys). Minimum standards for newspaper readership studies have never been set in the United States; only guidelines have. This process presented a major learning experience for the Audit Bureau of Circulations staff, members and research companies involved . The ABC is a not-for-profit organization with a tripartite membership of agencies, publishers, and advertisers.
Symposium: 1999: Florence, Session 4 - The Response Rate Challenge
Authors: Bennett, Richard, Douglas, Stephen A., Payne, John, Spittler, Jayne
Organisations: Audit Bureau of Circulations (ABC), Starcom Worldwide, The Douglas/Jones Group