Abstract:
In our continuous Australia-wide Readership Survey, we interview about 26000 people each year. Each month two different cross-sections, each of about 1100 people, are interviewed. For dailies, weeklies and monthlies, different economical and quick methods of questioning are used to produce comparable figures for average issue readership. The resultant figures approximate those from through-the-book surveys of specific issues, which cost $4,000,000 a year to conduct in U.S.A. When designing our questions, we gave particular attention to minimising or eliminating the ill-effects of elastic memories, prestige and replication. Our aim (which we have attained) was to produce realistic and fair figures of average issue readership. The figures provide a sound basis for calculating reach and frequency for media schedules.
Research Papers
A fresh look at estimating readership frequency distributions
Catalogue: ESOMAR/ARF WAM Conference 2004: Print
Authors: Gary Morgan, Sergey Dorofeev, Michele Levine
 
June 15, 2004
Research Papers
Interaction and intensity
Catalogue: ESOMAR/FIPP Conference 1999: Strategic Publishing
Author: Angela Brooks
 
June 15, 1999
Research Papers
Media research
Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Author: Andrew Green
 
November 1, 1996
