Measuring newspaper reading during summer period via mobile phones

Date of publication: January 26, 2003

Abstract:

Historically it has been very difficult for newspapers to measure and analyze newspaper consumption and reading behavior during the summer period when many readers are on holiday. With new data-collecting methods, using mobile phones, it can however be done in a very efficient and easy way. This paper presents a study conducted in Sweden by Wireless Opinion on behalf of Dagens Nyheter, a leading morning paper.

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