Abstract:

The history of the joint sponsored readership survey in the Netherlands is of a very recent date. Before 1966 only one attempt has been made, namely by a number of advertising agencies and advertisers. After this experiment in the beginning of the sixties no further action has been exerted by these advertising groups , Magazines and dailies did publish data about their readership, which had been obtained from surveys, but they did not get to any further co-operation than the formulation of some technical preliminaries.