Abstract:
The present paper explains why the French press decided to create a new readership measurement tool. It discusses the technical and political reasons behind the change in the screen, the choice of vertical questioning, the introduction of a question on yesterday reading for all magazines, and keeping AIR as definition of press readership. The article then goes on to explain the consequences of the methodological choices: - increase in number of titles getting through the filter; - increase in number of occasional readers and stability of that of regular readers; - the various changes in weeklies and monthlies; - the observed inconsistency between number of yesterday and day-before-yesterday readers of weeklies; - the value of the new data from yesterday reading and the difficulties in using them.
This could also be of interest:
Research Papers
Analysis of magazine accumulative audience (French)
Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: Jean Michel Agostini
 
June 15, 1961
Research Papers
New opportunities in magazine marketing
Catalogue: Seminar 1976: Research Into Distribution Problems And Consumer Purchasing Behaviour For The Publishing Industry
Author: Michael Bird
 
December 1, 1976
Research Papers
Electronic measurement of magazine reading
Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Author: Jay Mattlin
 
June 13, 2002
