Magazine audience accumulation: discussion of research issues, modeling and application

Measuring readership accumulation for more than a handful of magazines and within reasonable costs is a daunting challenge, which is probably why no empirical research had been undertaken in this area during the past two decades. MRI began the task of measuring accumulation by carrying out a number of pilot studies in 1998 and 1999. Historical attempts by others to estimate accumulation, the theoretical underpinnings of the present methodology, descriptions and results of its pilot testing and pretesting, and a discussion of the modeling of accumulation curves were covered in two papers presented at the November, 1999 Worldwide Readership Research Symposium in Florence, Italy.

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