This careful study has as its objective to bridge the gap between our knowing someone read an issue of a publication and our knowing he actually faced our advertisement. It begins with a wide- ranging review of the problem and the steps by which the method reported was devised. In the same diary, TV was studied. The report is complex because a great deal of detailed information is given. The findings need not apply in other countries or in other conditions. But no one should carry out research on how magazines are read without going through the sort of procedures described here.