Abstract:

Media people have become increasingly interested in planning and buying media schedules using the same tools that are available for consumer media: target market average audience levels, cost efficiencies, reach and frequency, etc. On the other hand, data availability has been confined to subscriber studies 1) that often make the assumption that subscribers read every issue 2) that ignore secondary readership 3) that do not indicate target market coverage and 4) that contain no realistic measurement of duplication with other publications.