Abstract:

This first ESOMAR review of the current state of play in national and international readership research throughout Europe testifies to the diversity of conditions, needs, resources and research cultures that now exist. The methodological issues of how to measure readership accurately, or (which is not quite the same thing) how to achieve stable measures over time, will always remain central; in which respect, 1995 Worldwide Readership Symposium will once more provide a much-needed opportunity to compare and debate different approaches. For the purposes of this review, however, the main interest is the day to day events in Europe, to which end four topics have been selected for closing comment.