On several occasions the research community has had the opportunity to discuss the advantages and disadvantages inherent to the various alternative methodologies available to measure magazine readership. The â€œRecent Readingâ€? model has become the international standard for such study mainly because, from a more pragmatic point of view, it bears the best price/value relation to meet the marketâ€™s demands.
Yet, researchers systematically indicate the continuous panel with individual readership records as a solid and, theoretically, more adequate alternative to face the challenge represented by measuring this increasingly dynamic and fragmented behavior.
Symposium: 2001: Venice, Session 4 - Recent Reading Issues
Authors: Ferrari, Flavio, Lobl, Roberto
Organisations: IBOPE Media Information
Topics: Panel Research