Abstract:
Many newspapers have a distinct and regular readership pattern across the days of the week, a function of general newspaper readership patterns and of differing editorial content. The current press readership model, based on 'average issue' measurement, does not adequately measure daily audience fluctuations. This paper addresses two issues: first the collection of the readership of daily newspapers and their supplements on a day-by-day basis; and secondly the use of that data to estimate schedule reach and frequency. The authors report how a 'bi-source' method of data collection was used in Sweden to estimate variations in daily readership levels and how the traditional binomial model used within the SESAME media analysis software was significantly modified to allow for conditional dependencies of reading a newspaper on successive days of the week and for the reading of the parent newspaper and its supplement.
Research Papers
State of the art multi media index
Catalogue: Seminar 1994: From Door-To-Door To Satellite
Authors: Simon Ortmann Nielsen, Søren A. Bronée
Company: Nielsen
June 15, 1994
Research Papers
Multi media effects: Synergy between television, tv magazine and newspaper ads?
Catalogue: Seminar 1990: The Quality Of Media Information
Author: Leendert van Meerem
 
June 15, 1990
Research Papers
Testing data fusion
Catalogue: ESOMAR Monograph Series Vol.3: Print Media Research
Author: James Rothman
 
June 15, 1980
