Abstract:

Using a television diary survey sample as the base, additional information on readership of individual newspapers and magazines and visits to specific websites was collected by means of a return to sample telephone interview. This paper concentrates on the conversion of the TV diary data and the ancillary data collected in the telephone interview into a format that could be accessed by print industry standard reach and frequency systems, the validation of the technique and the use of the database to discriminate between alternative multi-media schedules.