Determining the readership of low penetration magazines

It is reported that, in the U.K., magazine owners would like to have industry-approved readership figures for more magazines than are currently measured on the NRS. It is further reported that the newspaper owners feel that there are too many magazines surveyed on the NRS already and that the quality of the survey could be damaged by “respondent title overload”. NRS Ltd. have tackled the problem on two fronts. Firstly, they have commissioned experimental methodology to reduce the number of titles presented to each respondent, a subject that has been dealt with in previous Symposia. Secondly, there has been an attempt to ascertain readership for more magazines by carrying out separate surveys in various reader interest fields such as computer magazines. This paper suggests that such an approach is impractical.

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