TITLE

No limit to new mag readership study

AUTHOR(S)
Wilson, Steve
PUB. DATE
August 1999
SOURCE
Advertising Age;8/2/1999, Vol. 70 Issue 32, ps14
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the plan of the U.S. Audit Bureau of Circulations (ABC) to introduce a magazine readership test to mirror its Newspaper Reader Profile service division created to audit newspaper readership surveys. The business plan for the new division was approved in July 1999 at the annual board meeting of the ABC. An ABC audit for the industry would apply the across-the-board, all-inclusive approach of the newspaper reports to any magazine. According to Jayne Spittler, global media research director at Starcom Worldwide of Chicago, Illinois, the magazine research would be gathered and reported in the same way the ABC newspaper readership data are gathered. The newspaper readership audits call for a standardized gathering process and detail 11 demographic breakdowns. Spittler said that the fact that magazines are far more disparate than newspapers in their content and audience will not be a hindrance to ABC. The newspaper study went through a beta-test at The Times in Shreveport, Louisiana in 1998 and was expanded to include eight newspapers of varying size and locality in January 1999.
ACCESSION #
2109370

 

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