The interval method – a suggested platform for meeting future challenges

Never has there been a more interesting time to be in media research. As the theme of this symposium attests, new technologies are propelling the media on collision courses. We are in the midst of a revolution and have only just begun to see the impacts, yet it is clear already that the future will pose some great challenges to our current methodologies.

As we know, surprising effects can be produced even by apparently minor adjustments, and undoubtedly over the next few years we will have to make a number of those. For example, in due course it will become necessary to separate the readership of masthead websites from readership of the same titles’ printed issues. When the source-of-copy question indicates that website readership is artificially inflating the currency, the methodology will have to be modified to remove it. This is likely to prove more difficult than might be expected.

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