Taking the guesswork out of advertising audience measurements has been the wish of advertisers, media buyers and newspaper executives for many years. Most of the time the measurements have been conducted on a street-based or telephone based interview, with high cost and a small number of ads. The use of the internet as a tool for collecting data on newspaper ad readership is a new development, showing good and stable results and giving insight into newspaper advertising readership that has never before been shown. Some of the results from a year long study of advertising readership in Sweden confirm the conventional thinking, while others are new and challenging - and most certainly will shed new light on the development of more effective ads and a more effective pricing structure. This paper shows the aggregated readership data for more than 160000 individual advertising observations over the years 2001 to 2003. The paper shows some results of newspaper advertising observation after age, color, placement in newspaper, editorial environment, left hand page/right hand page, and advertisement size.