Abstract:

Through-the-Book and Recent Reading are the current "hot potatoes" in media research and we constantly see them being thrown from hand to hand. The following paper attempts to show the advantages and disadvantages of both TTB and RR. In doing so, we have listed the state of art around the world and went a little into the history. The paper brings out into the open, the arguments put forward by both sides and shows how weak some of them can be. for example, as is the case with TTB, basing future strategies on the historic performances of particular issues leaves a lot of questions un- answered. This seems to be better served by using average issues. But in the case of RR we stumble over problems associated with time and title identity.