Multi-country readership research in Europe

Date of publication: June 15, 1988

Author: Michael D. Ryan

Abstract:

I will talk first about the European multi-country readership surveys in current use, and then about the rules of the game, or why the multi-country surveys are the way they are. The surveys in current use can be put into two categories: broad surveys and niche surveys. The former group consists of five surveys, listed here in order of longevity. 1. The European Businessman Readership Survey 2. The Pan-European Survey 3. The International Air Traveller Survey 4. Travelmeter 5. Inragold. In addition there are four niche surveys covering specialist European business audiences: 1. Institutional Investors 2. The Euromarkets 3. International Financial Managers 4. Chief Executives. As you would expect, the niche surveys have a limited range of applications. Moreover they are blessedly free from political and technical problems; and for those reasons I will confine this paper to the broad surveys. The oldest of these is the EBBS. The current survey -1986 is the seventh of a series that started in 1973. It is repeated at 2-3 yearly intervals, the next one being due out early next year.

Michael D. Ryan

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