Abstract:

U.S. media research has a great deal of vitality, but no game plan and formidable structural problems. Key among these are over specialisation, research systems that are captives of the media and an absence of advertiser involvement . From his work with advertisers, agencies, the media and suppliers, the author believes U.S. media research is in an unprecedented period of dissatisfaction and change. He discusses a recent major innovation in radio measurement (the computer-assisted interview) and a long-overdue system for estimating magazine audiences in real time (Tempo). He comments on the boiling controversy surrounding magazine audience measurement, discusses the problem of "Validation" and proposes a theory of measurement bias.