Abstract:

The study group "readership analysis of medical journals" - called LA-MED - usually once a year presents actual data for media planners obtained by a standard interview, which is comparable to that of the German readership analysis for general magazines. This year parallel to the standard LA-MED 81, an experiment was again carried out which mainly aimed at two objectives: 1) to check whether a completely different method will deliver coverage values comparable to those of the interview; 2) to bridge the gap between coverage values and advertising contact. For this purpose a group of methods was designed to observe the fate of a certain copy of a magazine from the receipt by post to the reading of specific articles within it.