The power of passion – new insights into reader involvement

‘Circulation and Average Issue Readership have been used as the fundamental currencies of Print research for the past Fifty years. These statistics are easily understood and provide a logical basis on which to set advertisement rates. They can however, provide only partial assistance in the effective deployment of advertising budgets. Whilst the research we have provides a very reasonable currency for buying and selling of space, it provides little information to assist a media planner in helping his clients to sell their products.’ (Phil Gullen, Admap, 1988). As in most parts of the world, Average Issue Readership (A.I.R.) is the currency used by the advertising fraternity in India, to measure the readership of print vehicles. AIR, as per its definition, measures the number of people who have read the publication within the issue period.

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