How question wording impacts newspapers estimates: traditional vs. online

The ability of newspaper reading to take on forms other than the traditional printed version of the paper has added a level of complexity to the measurement of newspaper readership. Historically, newspaper readership has been defined in most readership studies as “reading or looking into� the printed, or “hard-copy� version of the newspaper. With the launch of Internet versions of newspaper vehicles, the issue of what defines readership has been made less clear. The majority of newspapers, both local and national, now publish online versions of their daily media vehicles. Currently, almost 1,500 daily newspapers in North America publish an Internet based version of their paper.

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