Newspaper and magazine â€˜Average Issue Readershipâ€™ (AIR) measurements in Great Britain have continuously used the â€˜Recent Readingâ€™ technique for some fifty years or more. A likely explanation for such a remarkably long and infrequently questioned sequence is partly due to the fact that Great Britain has always had a very large number of national newspapers and consumer magazines requiring measurement. Thus, for a joint newspaper and magazine survey, â€˜Through-the-Bookâ€™ measures have always been considered impractical in terms of sample size and cost. Additionally, not all users have understood the definition of â€˜Readershipâ€™; and users are anyway generally resistant to change in the â€˜trading currencyâ€™.
Symposium: 1999: Florence, Session 3 - Enhancing Our Readership Methods Problems Revisited
Authors: Carpenter, Ron
Topics: Model Bias, Readership Model