The new French magazine survey
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