Newsweek Media Research Index

Magazine Research: Methodological Research

1956 - ADVERTISING RESEARCH FOUNDATION - A STUDY OF PRINTED ADVERTISING RATING METHODS (PARM)

A methodological study of different techniques of measuring the readership and remembrance of printed advertisements. This milestone study established that pass-along and out-of-home reading had 85%-90% the value of primary or in-home.

1959 - AUDITS & SURVEYS FOR LIFE - EXPOSURE OF ADVERTISING

An experimental study, using the glue spot technique, to determine the individual and household exposure to the average magazine page. Findings: 97% of the household audience and 95% of the adult audience was exposed to the average page.

1961 - J. STEVENS STOCK - A COMPARISON OF EIGHT AUDIENCE ESTIMATES - JAR, SEPT. 1961

An analysis of audience estimates for six magazines derived from eight different interviewing methods.

1961 - J.M. AGOSTINI, ELVINGER ADVERTISING, PARIS HOW TO ESTIMATE UNDUPLICATED AUDIENCES - JAR, MARCH, 1961

J.M. Agostini developed the first mathematical method of estimating the unduplicated audience of a group of magazines from data on the duplication of these vehicles taken two by two.

1962 - AUDITS & SURVEYS FOR NEWSWEEK - THE AUDIENCES OF FIVE MAGAZINES

A determination of the average issue readers by demographics of five dual audience magazines by means of the recall method, as opposed to the editorial method employed by Politz.

1962 - W.R. SIMMONS FOR MACFADDEN - THE WOMEN BEHIND THE MARKET

A study of the demographic audiences of selected magazines and the product purchasing and ownership of readers of Macfadden publications. Incorporated into the study was a test of the six-month screening question which showed that only 0.36% of those failing the screen claimed reading True Story after going through the book.

1962 - J.M. AGOSTINI, ELVINGER ADVERTISING, PARIS - ANALYSIS OF MAGAZINE ACCUMULATIVE AUDIENCE - JAR, DECEMBER 1962

A formula for estimating the accumulative audience of several successive issues of a magazine from the one and two issue audiences.

1963 - YOUNG & RUBICAM - PRINT ACCUMULATION AND COMBINATION ESTIMATING METHODS (UNPUBLISHED MONOGRAPH)

A comparison of six methods for estimating accumulation and combination of audiences for magazines.

1964 - RICHARD METHERINGHAM, FOOTE, CONE & BELDING, LONDON - MEASURING THE NET CUMULATIVE COVERAGE OF A PRINT CAMPAIGN - JAR, DECEMBER 1964

A method of estimating net cumulative coverage and frequency distribution of a print schedule from the duplicated audience of pairs of publications and pairs of issues.

1967 - WILLIAM A. BELSON - STUDIES IN READERSHIP - BUSINESS PUBLICATIONS LIMITED, LONDON

Comprehensive report of methods research to assess the accuracy of recent reading audience estimates reported by the National Readership Surveys of the Institute of Practitioners in Advertising, London. Conducted by comparing information from two interviews with each respondent-the regular I.P.A. readership interview vs. an intensive follow-up interview designed to provide a "web of circumstantial evidence" about the respondent's readership claims.

1967 - ERIC MARDER - HOW GOOD IS THE EDITORIAL-INTEREST METHOD OF MEASURING MAGAZINE AUDIENCES? - JAR, MARCH 1967

A report on a study jointly sponsored by Harpers--Atlantic Sales, National Geographic and Reader's Digest in which it was found that the editorial-interest method under-reports, especially among occasional readers.

1967 - MARKETMATH FOR READER'S DIGEST - ADVERTISING REACH AND FREQUENCY IN MAGAZINES

A mathematical method of estimating the reach and frequency of advertising exposure for magazine schedules consisting of several insertions in several publications. According to this model, actual exposure to the advertising is almost equal to exposure to the issues.

1967 - ALFRED POLITZ FOR LIFE - AN EXPERIMENTAL STUDY COMPARING MAGAZINE AUDIENCES AS DETERMINED BY TWO QUESTIONING PROCEDURES

A measurement of the difference between a magazine audience obtained by the "editorial interest" method (full issue) vs. a method of "unaided recall." The study showed that unaided recall produced higher average issue audiences.

1971 - DANIEL STARCH - A STUDY OF QUESTIONING PROCEDURES FOR ESTIMATING MAGAZINE AUDIENCES

For covering a large number of magazines in one survey, cover recognition, full issue recognition and skeletonized issue recognition all provided about equal accuracy in classifying readers and non-readers.

1977 - SIMMONS MEDIA STUDIES - EXTENDED MAGAZINE AUDIENCE SURVEY - ARF CONFERENCE PRESENTATION, OCTOBER 1977

Comparison of through-the-book audience estimates based on 10-week old issues ("properly aged") vs. 18-week old issues ("over aged") for 19 magazines. Results were mixed. Audience estimates were higher for 10 magazines based on 10-week old issue, and for nine magazines based on 18-week old issue.

1978 - ARF - MEASURES OF MAGAZINE EXPOSURE - LABORATORY WAITING ROOM - CERTITUDE STUDY NO. 1. (ALSO REPORTED AT THE 1981 NEW ORLEANS SYMPOSIUM. SEE LYSAKER PAPER.)

Test comparing observed magazine readings in a "Iaboratory" waiting room (at research company among adults recruited for product taste test) vs. readership measures by five test methods: recognition after one day, one week and two weeks; and recall after one day and one week. 85% of readings were captured by recognition one day later; 61% by recall one day later. Conducted using pre-publication issues of six test magazines.

1978 - ARF - MEASURES OF MAGAZINE EXPOSURE - YESTERDAY RECALL OF SUBSCRIBER AT HOME READING - CERTITUDE STUDY NO. 2. (ALSO REPORTED AT THE 1981 NEW ORLEANS SYMPOSIUM. SEE LYSAKER PAPER.)

Test comparing observed at-home magazine reading (reading by men observed by their spouses) vs. readership measured by yesterday recall. 92% of observed readings were captured by yesterday recall. Conducted using subscriber copies of four test magazines.

1978 - WALLY LANGSCHMIDT - RELIABILITY OF RESPONSE IN READERSHIP - SOUTH AFRICA ADVERTISING RESEARCH FOUNDATION

Comprehensive book of eight studies conducted in South Africa to assess the reliability and accuracy of readership estimates obtained by four methods: recency of reading, frequency of reading, through-the-book and cover recognition. Examination of 41 factors, for example: age of test issues, circulation changes, length of interview, filter period used, format of publication, pla

1979 - ARF - MEASURES OF MAGAZINE EXPOSURE - THROUGH-THE- BOOK RECALL OF NATURAL WAITING ROOM READING - CERTITUDE STUDY NO. 3 (ALSO REPORTED AT THE 1981 NEW ORLEANS SYMPOSIUM. SEE LYSAKER PAPER.)

Test comparing observed magazine reading in waiting rooms (at barber shops, beauty shops, dentists' and doctors' offices) versus recognition measures one day and one week after observed reading. 80% observed readings were captured one day later; 62% one week later. Conducted using pre-publication issues of seven magazines.

1979 - KEVIN J. CLANCY, LYMAN E. OSTLUND, & GORDON A. WYNER - FALSE REPORTING OF MAGAZINE READERSHIP - SHIP - JAR, OCTOBER 1979

Analysis of overclaiming in recognition measures of magazine ads, articles and issues. Based on national sample of 1,000 magazine subscribers. Study found a high level of false reporting for all materials.

1979 - RUDIGER SCHULZ, FRIEDRICH TENNSTADT AND ELIZABETH NOELLE-NEUMANN - CAN DISCUSSION BETWEEN EUROPEAN AND AMERICAN MEDIA RESEARCHERS CONTRIBUTE TO OVERCOMING METHODOLOGICAL DEADLOCKS? - FROM AMA- ESOMAR SEMINAR - NEW YORK, MARCH 1979

Discussion of methodological tests conducted in Germany concerning variables affecting readership estimates.

1980 - ARF COMPARABILITY STUDY

Controlled field experiment comparing audience estimates for 68 magazines based on three methods: 1) Through-the-Book as traditionally implemented by the Simmons service; 2)Through-the-Book implemented in a mixed methods system using through-the-book for some magazines and recent reading for other magazines; 3) Recent reading implemented in a mixed methods system. Study found audience estimates to be virtually the same from the two TTB methods; recent reading estimates were 27% higher for weeklies, 80% higher for large monthlies and 96% higher for smaller monthlies. Reported in two volumes,plus separate technical appendix.

1980 - MRI - THE LEVEL OF MAGAZINE READING

Comparison of readings-per-day based on yesterday reading interviews vs. readings-per-day based on MRI recent reading data. Concluded that MRI recent reading audience levels are validated by this study.

1981 - BRIAN ALLT, MIRROR GROUP NEWSPAPERS, LONDON, U.K. - READING AND READERSHIP: CAN THE CORRELATION BE IMPROVED? - FROM THE 1981 NEW ORLEANS SYMPOSIUM.

Discussion and critique of the average issue readership measurement concept. Includes recommendations for future average issue audience studies "If we insist" on doing them; and for measuring other units of media experience such as reading days and page exposures per day.

1981 - VALENTINE APPEL, SMRB - TELESCOPING: THE SKELETON IN THE RECENT READING CLOSET - FROM THE 1981 NEW ORLEANS SYMPOSIUM.

Report of test comparing yesterday reading estimates for nine weekly magazines vs. recent reading and through-the-book estimates. Also test of recent viewing vs. yesterday viewing for 20 television programs. Concluded that recent reading estimates are inflated by effects of telescoping.

1981 - PYM CORNISH, RESEARCH SERVICES, LTD., LONDON, U.K. - REPLICATED AND PARALLEL READERSHIP - FROM THE 1981 NEW ORLEANS SYMPOSIUM

Article presents evidence that recent reading estimates are significantly affected by net model bias (when replicated and parallel reading effects are not in balance) for many magazines. Author recommends that corrections for this bias should be made based on additional questions in the readership interview-concerning number of issues read, date or age of each issue, origin of each issue, and first reading date.

1981 - WALLY LANGSCHMIDT, MARKET RESEARCH AFRICA LTD., SOUTH AFRICA - A POSSIBLE LINK BETWEEN READERSHIP AND CIRCULATION - FROM THE 1981 NEW ORLEANS SYMPOSIUM.

Readership data from three large-scale national studies in South Africa were analyzed to look for the relationship between reading claims and circulation. Based on these analyses, a Buying Probability Formula was developed to estimate circulation from readership claims; application of the formula yielded a .92 correlation between ABC figures and estimated circulation for magazines, and a .98 correlation for newspapers.

1981 - CLARK SCHILLER, TIME INC. - A STUDY OF OVERCLAIMING READERSHIP USING A RECENT READING TECHNIQUE - FROM THE 1981 NEW ORLEANS SYMPOSIUM.

Report of research to investigate overstatement in recent reading magazine audience estimates. Recent reading estimates were obtained for 160 magazines including 22 fictitious, regional, foreign or defunct magazines. Concluded results for these 22 magazines demonstrate overclaiming.

1982 - HUGH M. CANNON - A NEW METHOD FOR ESTIMATING THE EFFECT OF MEDIA CONTEXT - JAR, OCTOBER/NOVEMBER 1982

Pilot study of new ad rating method for media planners to estimate effect of magazine context on ad impact; tested against Starch scores for 16 ads in one issue of Sports Illustrated.

1982 - MPA, CORRINE CILLI AND STEPHEN A. DOUGLAS, NEWSWEEK (EDITORS) - REVIEW OF METHODOLOGY FOR AUDIENCE MEASUREMENT - REPORT BY RESEARCH COMMITTEE OF MPA

Provides summary of over 50 major studies and papers concerning magazine audience methods. Includes review of all New Orleans Symposium papers.

1982 - MRI - RECENT READING

Discussion of recent reading mading magazine audience estimates. Review of relevant research.

1983 - BRIAN ALLT, MIRROR GROUP NEWSPAPERS, LONDON, U.K. - THE FORMULATION OF READERSHIP SURVEY OBJECTIVES - FROM THE 1983 MONTREAL SYMPOSIUM.

Discussion of objectives served by readership research, i.e.: (1) Decision-aiding objectives (What decisions are we trying to assist?); (2) Model objectives (What aspects of behavior are we trying to represent?); (3) Design objectives (What questions will we use?). Consideration and re-appraisal of current goals are recommended.

1983 - VALENTINE APPEL, SMRB - HYPNOSIS AND TELESCOPING: SOME: SOME REDISCOVERED FACTS - FROM THE 1983 MONTREAL SYMPOSIUM.

Paper concerning hypnosis as a validity technique for magazine research; also reports further evidence about telescoping. Concerning hypnosis, paper reports evidence that recall can be enhanced by hypnosis, but that hypnotized persons are also more likely to fabricate; therefore, hypnosis is not recommended for validating work because results would be equivocal. Concerning telescoping, paper reports evidence from Census studies and other sources confirming telescoping phenomenon in recent recall measures. (Paper on telescoping in recent reading measures was presented by the author at the 1981 New Orleans symposium .)

1983 - S.F. BUCK, AGB RESEARCH, LONDON, U.K. AND N. SPACKMAN, RSGB, LONDON, U.K. - THE POTENTIAL CONTRIBUTION OF READERSHIP DIARY PANELS - FROM THE 1983 MONTREAL SYMPOSIUM.

Paper concerning the conceptual advantages and disadvantages of readership panels vs. other methods. Recent experiences in using readership panels are described. A thorough pilot study of the panel method is recommended.

1983 - STEPHEN A. DOUGLAS, NEWSWEEK, AND RICHARD L. LYSAKER, AUDITS & SURVEYS - THE AUDIENCE LEVELS PRODUCED BY THE "CLAIMED FIRST TIME READING METHOD" - FROM THE 1983 MONTREAL SYMPOSIUM.

Report of large-scale national study conducted by Audits & Surveys for Newsweek, to determine audience levels and weekly/ monthly audience relationships, based on yesterday first-time reading measures for 31 magazines. Analysis compares study findings with estimates based on MRI (recent reading) and SMRB (through-the-book). Study found that the level of reading produced by the first-time read yesterday method is higher than levels produced by Recent Reading or Through-the-Book, particularly for monthlies. The weekly/monthly relationship also differed from that obtained by either of the other test methods.

1983 - STEPHEN A. DOUGLAS, NEWSWEEK - HOW COPIES PRODUCE AUDIENCE: THE DYNAMIC MODEL - FROM THE 1983 MONTREAL SYMPOSIUM.

This paper describes a model of magazine circulation distribution, showing in diagram how magazine copies move from place to place, to generate readers-per-copy. The model provides a framework for estimating magazine readers-per-copy and understanding how issue audience builds.

1983 - WAYNE P. EADIE, NEWSWEEK, AND RICHARD L. LYSAKER, AUDITS & SURVEYS - DEVELOPING A MAGAZINE READERSHIP VALIDATING TECHNIQUE - FROM THE 1983 MONTREAL SYMPOSIUM.

Report of three methodological studies concerning the "first-time yesterday reading technique"; conducted by Audits & Surveys for Newsweek. Two studies examined variations in question wording and in magazine list rotations. The third study compared yesterday reading claims with observed reading behavior (at home and public place) to validate yesterday reading measures. Results indicated that the first-time yesterday reading method was affected by question wording and order of magazine list; that the method reduces but does not eliminate underclaiming; that the method has potential as a validity method because it can measure overclaiming.

1983 - RICHARD L. LYSAKER, AUDITS & SURVEYS - MAGAZINE READERSHIP AND ITS MEASUREMENT IN 1983 - FROM THE 1983 MONTREAL SYMPOSIUM.

Discussion of magazine readership definitions, measurement problems, reasons for measurement problems, and ideas for solutions. Reviews findings of magazine research, memory experiments and other relevant data. Recommends "today recall" may be even better than "yesterday recall" as a potential validity method. Concludes it is premature to redefine readership or to give up on validity testing.

1983 - ERHARD MEIER AND PYM CORNISH, RESEARCH SERVICES LIMITED, LONDON, U.K. - RECENT READING AND RECOGNITION EXPERIMENTS FOR SUNDAY NEWSPAPERS AND THEIR SUPPLEMENTS - FROM THE 1983 MONTREAL SYMPOSIUM.

Report of three studies comparing readership estimates by a recent reading method vs. a recognition method for two new Sunday supplements and their parent newspapers. There were no differences in the estimates from the two methods in tests conducted at six and seven months after the supplements were launched. In one test, conducted at two months after launch, recognition claims were somewhat higher. Authors concluded that recent reading estimates were confirmed by the recognition data; except early in the life of this type of publication, recent reading may somewhat underestimate readers.

1983 - DONALD MONK, CANADIAN FACTS, TORONTO - VALIDITY: WHAT IS IT? - FROM THE 1983 MONTREAL SYMPOSIUM.

Discussion of some of the conceptual issues of validity in readership research. Author concludes that we do have a validity problem, and that we are unlikely to make a total breakthrough. Our objective for validity should be to make progress one step at a time, using guidelines concerning how to make those steps and the direction to take. Some guidelines are suggested.

1983 - ROY MORGAN, THE ROY MORGAN RESEARCH CENTRE, MELBOURNE, AUSTRALIA - HOW A COMPOSITE METHOD HAS OVERCOME TELESCOPING, PRESTIGE AND RR AND REPLICATION IN READERSHIP RESEARCH - FROM THE 1983 MONTREAL SYMPOSIUM.

In Australia, magazine readership is measured by recent reading for weekly magazines and by issue recognition based on cover recognition for monthly magazines. Background for using this composite method and related experiments are summarized.

1983 - ADAM RICHARD AND MARTIN FRANKEL, SMRB - A COMPARISON OF REACH AND FREQUENCY ESTIMATES: SINGLE VERSUS DUAL INTERVIEW APPROACHES - FROM THE 1983 MONTREAL SYMPOSIUM.

Analysis of 1981 of 1981 Simmons data, to compare magazine audience turnover rates based on three different measurement approaches: (1 ) by two interviews six weeks apart; (2) by one interview using a frequency question to estimate turnover; (3) by one interview using a six-month filter question to estimate turnover. Analysis concluded that the one-interview design is inadequate to accurately estimate the size of the two-issue audience of any magazine.

1983 - ROBERT J. SCHREIBER AND CLARK SCHILLER, TIME INC. - ELECTRO-MECHANICAL DEVICES FOR RECORDING READERSHIP - REPORT OF A DEVELOPMENTAL PROJECT - FROM THE 1983 MONTREAL SYMPOSIUM.

Report of investigation conducted for Time Inc. by SRI International to explore potential mechanical or electrical methods of determining the average number of readers per copy for a specific magazine title. Two feasible methods were determined: a radio frequency method and an ultrasonic method. Potential use of these devices to develop calibration techniques is recommended for further investigation.

1983 - ROBERT J. SCHREIBER AND CLARK SCHILLER, TIME INC. - THE EFFECTS OF CANDOR IN RESPONDENT INSTRUCTIONS ON OVERCLAIMING OF MAGAZINE READERSHIP - FROM THE 1983 MONTREAL SYMPOSIUM.

Comparison of readership claims for eight test magazines in two experimental groups (500 respondents in each group). In the "candor" group, respondents were told why the study was important; in the "non-candor" group, respondents were not told anything about the purpose of the study. Readership claims were higher in the candor group for all eight test magazines. Study concluded that overclaiming does exist and that candor in instructing respondents may increase overclaiming. Conducted by Audits & Surveys for Time, Inc.

1983 - ROBERT J. SCHREIBER AND CLARK SCHILLER, TIME INC. - EFFECTS OF INTERVIEWER "BIAS" ON READERSHIP CLAIMS - FROM THE 1983 MONTREAL SYMPOSIUM.

Study designed to detect effects of: (1) interviewer reading habits and attitudes toward a magazine, and; (2) interviewer knowledge of a magazine's circulation-on respondents' readership claims. Readership interviews were conducted by telephone with men and women in the top 20 U.S. markets; 25 interviews each by 25 interviewers. Findings: interviewer reading habits and knowledge of circulation levels did not affect readership claims in a significant manner.

1983 - ROLF SPEETZEN, AXEL SPRINGER VERLAG, HAMBURG, WEST GERMANY - GERMAN READERSHIP RESEARCH FROM NEW ORLEANS TO MONTREAL: SMALL STEPS OR A GREAT STRIDE? - FROM THE 1983 MONTREAL SYMPOSIUM.

This paper presents an overview of magazine and newspaper readership experiments completed in West Germany since the 1981 New Orleans symposium. The paper also describes the start of a new syndicated Consumer Analysis survey covering consumer market data; to be reported in combination with readership data from the existing Media Analysis surveys.

1983 - TONY TWYMAN, JICMARS AND RESEARCH BUREAU LTD., LONDON. U.K. - NOTICING AND REMEMBERING AN OTS - FROM THE 1983 MONTREAL SYMPOSIUM.

This paper discusses some of the problems associated with the definition and measurement of opportunities-to-see (OTS) in print vs. broadcast and new electronic media. The discussion critically examines through-the-book, recent reading, diaries and yesterday reading as alternative methods to obtain print OTS. TTB and recent reading set impossible memory tasks; more reasonable memory tasks are set in diaries and yesterday reading surveys. Further experimenting with yesterday reading is suggested.

1984 - MRI - PAGE EXPOSURES

Discussion of page exposures measurement. Review of relevant research.

- VALENTINE APPEL, SMRB - READING REGULARITY AND INFLATION OF MAGAZINE AUDIENCE ESTIMATES - FROM THE 1985 SALZBURG SYMPOSIUM

Analysis of the relationship between the regularity of reading monthly magazines and the differences between MRI and SMRB audience levels for these magazines. The hypothesis examined: the impact of telescoping on MRI's audience levels for monthlies, inflating the estimates, is greater for magazines which are read with less regularity. The hypothesis was confirmed by the analysis.

1985 - ROGER BEESON, LONSDALE ADVERTISING,LONDON, AND DICK DODSON, FOOTE, CONE & BELDING, LONDON - UK DEVELOPMENT WORK ON DIARY PANELS - FROM THE 1985 SALZBURG SYMPOSIUM

Report of small-scale experiment in Britain, to test three diary techniques for magazine audience measurement: (1) an open-ended, write-in diary; (2) a closed-end diary covering 50 titles; and (3) a viewdata (electronic) diary covering all magazines currently measured by the National Readership Survey. Analysis suggested consideration of the diary as an adjunct to the NRS, ratherthan as a substitute for it. (Also reported at the 1986 ESOMAR Conference.)

1985 - WAYNE P. EADIE, NEWSWEEK - MAGAZINE ISSUE AGE IN PUBLIC PLACES - FROM THE 1985 SALZBURG SYMPOSIUM

The purpose of this study was to evaluate the amount of public place reading potentially not counted by the TTB method because of the age of test issues used in the method. An inventory was made of all magazines in a probability sample of 1,215 public place waiting rooms, in Chicago and Los Angeles. The analysis showed a high level of over-aged issues, 61% for weeklies and 64% for monthlies; suggesting that a substantial amount of first-time reading may be missed in the TTB method.

1985 - WAYNE P. EADIE, NEWSWEEK - WAYS OF MEASURING OVERCLAIMING - FROM THE 1985 SALZBURG CONFERENCE

Report of two small-scale studies conducted by Audits & Surveys for Newsweek to test methods of evaluating the first-time read yesterday method related to overclaiming. In one study, housewives were recruited to observe in-home magazine reading by their husbands, in a sample of Newsweek subscriber households. The test yielded low levels of overclaiming. In the second study, the goal was to evaluate the feasibility of verifying the availability of specific magazine issues in specific public place locations, in order to verify yesterday public place reading claims. In this test, presence or absence of an issue was verified in 78% of the cases, "encouraging" but not high enough; further testing was recommended. These two tests provided input to the ARF Gold Standard work.

1985 - TIMOTHY JOYCE, MRI - A COMPARISON OF RECENT READING AND FULL THROUGH-THE-BOOK - FROM THE 1985 SALZBURG SYMPOSIUM

Report of MRI study to compare magazine audience estimates for weekly and monthly magazines based on the MRI recent reading method versus through-the-book using full test issues. Interviews were conducted with 501 adults in five central interviewing locations throughout the U.S. For weeklies, the two methods yielded the same audience levels. For monthlies, RR levels were 22% higher than TTB levels at four months issue age. The author suggests the differences may be due to two factors affecting the TTB estimates: (1) forgetting by early readers, and (2) missing later readers, exposed after four months. (See 1987, A Further Comparison of Recent Reading and Full Through-the- Book)

1985 - RICHARD LYSAKER, AUDITS & SURVEYS - DEVELOPMENTS IN MAGAZINE AUDIENCE MEASUREMENTS IN THE U.S. SINCE MONTREAL - FROM THE 1985 SALZBURG SYMPOSIUM

This paper presents a review of progress made by the ARF Gold Standard Committee. To date, they have defined a measurement model, developed a specific methodology and designed five tests to validate the method. However, "Major work on the validity front is just beginning."Other developments in the measurement of magazines, newspapers and television, 1983-1985, are also described.

1985 - PAUL SUMNER - READERSHIP RESEARCH AND COMPUTERS - NEWSWEEK INTERNATIONAL

A reference book designed for media planners, media researhers and others concerning: (1) how print readership surveys are conducted; (2) how media planning statistics are defined; and (3) how computers are used to derive planning statistics from readership surveys. The purpose of this book is to enhance understanding of the research tools available for print media planning.

1985- EMILE VAN WESTERHOVEN, INTER/VIEW, AMSTERDAM - HOW THE MEDIA SCANNER GOT ITS FEET ON THE GROUND, SOME UNIQUE QUALITATIVE APPLICATIONS - FROM THE 1985 SALZBURG SYMPOSIUM

Description of Inter/View's Media Scanner Service in the Netherlands, started in 1983, providing magazine and newspaper audience estimates based on the first-time read yesterday method. 125 respondents are interviewed per day by telephone; 39,000 per year. The advantages of the large annual sample base and the additional qualitative information provided are discussed.

1986 - AUDITS & SURVEYS AND MARKETMATH - FOR THE AGRICULTURAL PUBLISHERS ASSOCIATION - MAGAZINE READERSHIP STUDY

Methodological study comparing two audience measurement methods for farm publications: (1) cover recognition implemented in a mail survey (used by Starch for their FARMS service) versus (2) Through-the-Book in personal interviews.

1986 - ERHARD MEIER, RESEARCH SERVICES, LONDON - READERSHIP SURVEYS IN BUSINESS MARKETS - EXPERIENCE WITH TELEPHONE INTERVIEW METHODS, USING A RECENCY TECHNIQUE - FROM THE 1986 ESOMAR SEMINAR, HELSINKI.

This paper discusses the use of telephone interviews for readership surveys among businessmen in Britain. Results from three telephone surveys are compared with person interview data from the 1984 BMRC Businessmen Readership Survey. The results indicated that the telephone method could provide comparable estimates to the personal interview data. The advantages of the telephone method, the probability of its increased use, and suggestions for using it among this target group are discussed.

1986 - LEE MORGENLANDER, STARCH INRA HOOPER - MEASURING BUSINESS PUBLICATION AUDIENCES USING A CONSUMER RESEARCH MODEL: A CASE STUDY - FROM THE 1986 ESOMAR SEMINAR, HELSINKI

Description of methodology used for a total audience study among travel agents for 14 travel agent publications and nine directories. The study was conducted by personal interviews among a sample of agency owners/managers and travel counselors in a probability sample of travel agency offices. Readership was measured by specific isssue cover recognition. Overall response rate was 79%. This paper provides a framework for conducting total audience research for business publications.

1986 - ROLF SPEETZEN, AXEL SPRINGER VERLAG, GERMANY - RECOGNITION VERSUS RECENCY: THE BIG ISSUE IN READERSHIP RESEARCH - FROM THE 1986 ESOMAR SEMINAR, HELSINKI

Comprehensive discussion of the advantages and disadvantages of Through-the-Book and Recent Reading magazine audience measurement methods. Includes findings from U.S., British and European studies.

1987 - MRI - A FURTHER COMPARISON OF RECENT READING AND FULL THROUGH-THE-BOOK, SEPTEMBER 1987

Summary of study designed to compare audience levels for 85 magazines based on full through-the-book versus recent reading. Comparisons were made on a monthly basis, from one month through six months after publication. Matched samples of 100 adults were interviewed in each of the six interview waves. Key findings: At one month, the TTB level was 60% the RR level. At three months to six months, the TTB to RR ratio was 90-95%. In TTB, those who were uncertain whether they had read were "insignificant" at one month after publication, but "substantial" at four months, followed by a drop-off. Report concludes that TTB is not an acceptable technique for measuring monthly magazines. This study was an extension of 1985 MRI study.

1988 - ARF GUIDELINES FOR AUDIENCE RESEARCH ON BUSINESS PUBLICATIONS

Recommendations concerning the design, implementation and reporting of audience studies for business publications. Prepared by the ARF Business Audience Measurement Committee. Includes recommended questions for obtaining the following classification information: (1) Type of business; (2) Size of company; (3) Respondent's title, position, department; (4) Decision influence; (5) Personal demographics.

1988 - HUGH M. CANNON, WAYNE STATE - EVALUATING THE SIMULATION APPROACH TO MEDIA SELECTION - JAR, FEBRUARY/MARCH 1988

Comparison of simulated versus actual product use estimates among magazine audiences, for 60 product categories. Based on 1982 Simmons SMM data, simulated estimates of product use among magazine audiences were derived from product use among demographic segments; actual estimates were obtained from direct measures of product use among magazine audiences. Results indicated that the simulation method is relatively accurate for magazines with close to average product use indices; but not accurate in other cases, yielding underestimates for magazines with high product use indices, and overestimates for those with low product use indices.

1988 - STEPHEN A. DOUGLAS, THE DOUGLAS GROUP AND LEE WEINBLATT, THE PRE-TESTING COMPANY - THE MAGAZINE METER - 1995: A REPORT OF THE WATCH METER SYSTEM - FROM THE 1988 BARCELONA SYMPOSIUM

Description of a wrist watch meter system currently in development by the Pre-Testing Company to record magazine exposures, use of other media, and automatic identification for product purchases at check-out. For magazines, the watch will record codes transmitted from microchips in the magazine. The process for newspapers will be the same. For television, the watch will interact with a television set meter. For radio, it will record radio station signals. With adequate financial support, further development of the years, providing the basis for a more complete single source data system than currently available.

1988 - RICHARD LYSAKER, AUDITS & SURVEYS - TOWARDS A GOLD STANDARD - FROM THE 1988 BARCELONA SYMPOSIUM

This paper provides a progress report of the AARF's Gold Standard Committee's work to develop a magazine audience measurement system which can be used as a "gold standard" for other methods. The gold standard method defined by the committee is described; and the results of the first two validation tests are presented. These two tests dealt with public place reading; the results documented the accuracy of the method. Three additional tests are planned in this validation research program.

1988 - PETER RUSBY, EUROPEAN DATA & RESEARCH, LONDON, AND BRIAN SHIELDS, INTERNATIONAL HERALD TRIBUNE, PARIS - MEASURING A MULTI-COUNTRY SPECIALIST AUDIENCE: THE INTERNATIONAL AIR TRAVEL SURVEY - FROM THE 1988 ESOMAR SEMINAR, MADRID

Description of the procedures used in the 1986 and 1987 International Air Travel Surveys (ITAS) sponsored by the International Herald Tribune and Newsweek International (in 1987). Data were collected by self-administered questionnaires distributed and collected by uniformed interviewers in international airports. The 1987 study was conducted in 10 European countries, and in Southeast Asia, among approximately 30,000 respondents in total. Data collected included readership of magazines and newspapers, travel behavior and demographics.

1988 - MICHAEL RYAN, FINANCIAL TIMES, LONDON ON - MULTI- COUNTRY READERSHIP RESEARCH IN EUROPE - FROM THE 1988 ESOMAR SEMINAR, MADRID

Comparison of five European multi-country readership surveys, and overview of the issues and problems related to multi-country survey implementation.

1989 - HANS VORSTER, TOTUM COMMUNICATIONS, CANADA - READERSHIP MEASUREMENT METHODOLOGIES: A DISCUSSION - CANADIAN JOURNAL OF MARKETING RESEARCH, VOLUME 8,1989

Discussion of the Through-the-Book method "invented" in the U.S. and the Recent Reading method developed in Britain, including a summary of the history of the two methods and the problems of each. A good primer concerning magazine audience measurement.

1989 - HASTINGS WITHERS, PMB, CANADA - A STUDY OF MISCLAIMING OF MAGAZINE SUBSCRIPTIONS - CANADIAN JOURNAL OF MARKETING RESEARCH - VOLUME 8, 1989

Report of methodological study by PMB (Print Measurement Bureau), Canada, to investigate misclaiming of home-delivered magazine subscriptions, as a basis for improving PMB's primary readership measurement. The study was completed with 1,211 persons 12 and over in four major cities. Claimed household subscription's from the survey were checked against subscription lists for nine publications. The results showed higher levels of overclaiming and underclaiming than expected. Changes required to achieve more accurate measurement were estimated to be prohibitive. PMB decided to continue reporting primary estimates, but to reposition these estimates as qualitative measures, rather than on a par with total audience estimates; and to discontinue subscription circulation adjustments.

1990 - SMRB - MEASURING ADDITIONAL MAGAZINES VIA THE THROUGH-THE-BOOK METHOD

Results of methodological researearch by SMRB to evaluate an approach to measuring more magazines in the SMM syndicated service (72 more than currently covered). The approach tested was to screen for all magazines in the first of two interviews: and to obtain TTB measures for part of the list in the first interview, and for the remainder in the second interview. Turnover was obtained by a frequency question. The analysis of this approach (versus the current method of two TTB interviews for all magazines) indicated: Turnover rates were clearly lower than current SMM. Audience levels were somewhat lower. Screening levels were not affected.

1991 - VALENTINE APPEL, BACKER, SPIELVOGEL, BATES - ANATOMY OF A MAGAZINE AUDIENCE ESTIMATE: - THE ARF COMPARABILITY STUDY REVISITED - FROM THE 1991 HONG KONG SYMPOSIUM

Paper documents the importance of the screen-in levels in determining the differences in audience size for different magazines and, when publication interval is held constant, to call attention to how little the Through-the-Book (TTB) and Recent Reading (RR) questioning procedures actually contribute.

1991 - ROGER B. BARON, FOOTE, CONE & BELDING - USING THE PROFILE-DISTANCE METHOD TO SELECT UNMEASURED MAGAZINE PROTOTYPES - JAR, DECEMBER 1990/JANUARY 1991

This article provides a step-by-step description of the profile-distance method to estimate audience characteristics of magazines not measured by the syndicated services. In this method, the demographic profile of an unmeasured magazine's subscribers (based on an independent subscriber study) is matched as closely as possible with the primary audience characteristics of one or more magazines in the syndicated data base. The "best match" is then used as the prototype. Application of this method is described for Architectural Digest, treated in the example as if it were a new, unmeasured magazine in the MRI data base. The article also includes validation data for the method.

1991 - RICHARD LYSAKER, AUDITS & SURVEYS - THE SEARCH FOR THE GOLD - FROM THE 1991 HONG KONG SYMPOSIUM

Discussion of results from the five validation tests conducted by the ARF to evaluate the ARF Gold Standard method. This method is a first time read yesterday technique, developed by the ARF to be used as the "measuring stick" against which other magazine audience estimates can be compared. In the five validation tests, audience measures obtained by the Gold Standard method were checked for overclaiming and underclaiming against observed reading behavior, in public places and at home. The results indicated that the Gold Standard method passed all five validation tests. (The first two tests were also reviewed at the 1988 Barcelona symposium. See 1988 Lysaker listing.)

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