TITLE

Newspaper profile service making sense to buyers

AUTHOR(S)
Wilson, Steve
PUB. DATE
April 1999
SOURCE
Advertising Age;4/26/1999, Vol. 70 Issue 18, ps12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article introduces the Newspaper Reader Profile Service created by the U.S. Audit Bureau of Circulation designed to verify third-party readership studies and review factors such as audience makeup and size. Each Newspaper Reader Profile audit will standardize every aspect of a research study, including interview training and response rate calculation. Eleven demographic elements are tracked. Bob Faricy, director of market development at The Times newspaper in Shreveport, Louisiana, says adopting the methodology added a few questions and extra time to the paper's survey process, but the difference was negligible, especially considering the added assurance an audit has given advertisers since the sales department began using the study in November 1998.
ACCESSION #
1850350

 

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