Abstract:

The newspaper industry has never informed advertisers of the number of persons that read a newspaper on one specific day. Subscription newspapers say that readership does not fluctuate significantly over time and readership does not fluctuate from one day to another. Media buyers, however, believe that reach does in fact fluctuate. They insist that newspapers provide information on the reach that newspapers deliver each day. The authors of this paper present a technique capable of measuring daily readership using SMS questions sent via mobile phone.