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Research papers

The case of primary readership

For many years there has been controversy about the value of pass-on readers. Some media buyers prefer circulation as their criterion, most feel that publications with very high numbers of readers-per-copy cannot be judged by readership alone in the...

Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: William J. Wilson
June 15, 1980
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Citation

Wilson, W. J. (1980a, June 15). The case of primary readership. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/the-case-of-primary-readership


Research papers

The case for primary readership

Consumer magazines occupy a unique position among U.S. advertising media. In total, they are a mass medium, yet taken individually, each carves out its own distinctive, selective audience. This selectivity is best delineated by primary readership,...

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here
Author: William J. Wilson
March 1, 1979
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Citation

Wilson, W. J. (1979a, March 01). The case for primary readership. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/the-case-for-primary-readership


Research papers

Who wears the pants in the family?

This paper explores the relationship between purchasing influence within the family (i.e., husband and wife) and advertising readership in magazines. It addresses the question: To what extent is purchasing influence, or buying behaviour, related to...

Catalogue: ESOMAR Congress 1977: Research For Decision Making
Author: William J. Wilson
August 28, 1977
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Citation

Wilson, W. J. (1977a, August 28). Who wears the pants in the family?. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/who-wears-the-pants-in-the-family-


Research papers

A continuing world-wide research programme

This paper is not intended to be a technical contribution, although we will comment on some techniques and methods that we use. Rather, our purpose today is to focus upon the development, implementation and administration of a global multi-country...

Catalogue: Seminar 1971: Multi-Country Research
Authors: Theodore Nowak, William J. Wilson
Company: The Coca-Cola Company
June 15, 1971
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Citation

Nowak and Wilson (1971a, June 15). A continuing world-wide research programme. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/a-continuing-world-wide-research-programme