Abstract:

This document specifies ARF’s guidelines for syndicated and proprietary newspaper audience studies. It is recommended that newspaper audience studies use the procedures outlined in this document and that these studies be subjected to rigorous control and audit. The objective of these guidelines is to encourage the use of appropriate and uniform measurements for the collection of newspaper audience data and to facilitate the usage of these data in media planning by promoting the concept of audience studies that are comparable from market to market. The procedures reviewed in the Guidelines apply to personal and telephone interview studies.