Rpc, buying habits and the time factor in media planning

This paper takes place at the crossroads of two topics we very often dealt with in these Worldwide Readership Research Symposia:
– Readers per copy (RPC) in Barcelona (1988), Wally Langsmit, «Why our RPC figures are too high» and, above all, Guy Consterdine who listed in San Francisco the 20 reasons why Circulation and audience figures may change («What determines RPC patterns for UK magazines?»). Maybe I will put a 21st one. Of course I should mention too the Florence papers from M. Brown («The dependence of recent reading» estimates on question structure: a cognitive analysis», or M. Skrapitis (The relationship between changes in circulation and changes in readership).
– How long lasts the reading of magazines and especially the consequences on media schedules; for example, Neil Shepherd Smith spoke in Barcelona about «Taking into account the time factor» and, more recently, two papers in Florence presenting a new approach of this old question: Mediaxis («Magazines deserve time») and MRI (Magazine audience accumulation…».

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