This paper is a direct extension of previous papers presented to the Worldwide Readership Research Symposium in l997 and 1999 about developing The Danish National Readership Survey into a more dynamic instrument. The background for this development is the need among print media to meet the competition of TV channels that are able to supply much more detailed and updated information for media planning purposes, pricing and space buying procedures. In comparison to TVâ€™s Gross Rating Points the traditional print media measurement of average issue readership based typically on historic data collected during 6 or 12 months needs more than just a facelift. It is a general feeling among media planners that print media loses grounds to TV as a result of lack of documentation and planning tools.
Symposium: 2001: Venice, Session 9 - The Advertising Effectiveness of Print and the Quality of the Reading Event
Authors: Kromann-Larsen, Morten, Randrup, Rolf
Organisations: Taylor Nelson Sofres/Gallup
Topics: Quality of Reading