The new swiss national readership survey -mach basic-?

Last March a new era in Swiss media research commenced. The first NRS interviews (CATI) were realised by using a totally revised questionnaire, including the shift from the frequency to the recent reading model to estimate the readership of an average issue. These new AIR figures will be published for the first time in September 2000. Why did we see the necessity to revise the contents of our NRS and to change our model for the AIR estimates?
In the first place one has to keep in mind that in our country – like in most others – the audience of the printed media has been stagnating for quite a while. With an overall penetration of 96 % for newspapers and 93 % for magazines, no further growth seems possible. Only by supreme effort can this extremely high level be kept.

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