The effects of various masthead card designs : colour vs. black & white

Even a quick overview of the “Summary of Current Readership Research” that Erhard Meier (1999) put together for the last Readership Research Symposium in Florence shows that international print media research primarily makes use of a particular methodological constellation: face-to-face interviews and the recent reading method for determining the number of readers. Among the 62 studies from 49 countries that Meier takes note of, 49 (79 percent) use this particular method constellation. In the interviews, all of the 49 present visual identification and recall aids for the advertising media tested.

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