Revisiting print measures in a channel planning world

Date of publication: June 19, 2003

Abstract:

This paper examines new developments in readership analysis and explores an innovative solution to the issue of managing the accumulation of print audiences in the Dutch market. The authors present ways to work within the paradigm of traditional research, but through analysis, help make print a more actionable and more precisely controlled medium in a channel planning age.

  • PDF
  • This could also be of interest