Measuring newspaper reading during summer period via mobile phones

Date of publication: January 26, 2003


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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