Newsweek Media Research Index

Magazine Research: Audience Research

1952 CANADIAN FACTS LIMITED, FOR THE CANADIAN ADVERTISING RESEARCH FOUNDATION (CARF) - AUDIENCE STUDY OF 11 MAGAZINES IN CANADA.

Study providing audience estimates for 11 leading magazines in Canada-7 English-language magazines, 4 French-language magazines. Based on personal interviews with over 9000 persons 15 years of age or over. Audience based on an editorial-interest method. This study was an update of a 1949 study conducted with the assistance of ARF. These two studies were pioneer efforts to measure audiences for a relatively large group of magazines in one study. They also represent early applications of probability sampling; and of the Alfred Politz technique for nights-at-home weighting. The 1952 study measured and was funded by the following 11 magazines: Canadian Home Journal, Canadian Homes & Gardens, Chatelaine, Maclean's, Reader's Digest, New Liberty, Time, La Revue Moderne, La Revue Populaire, Le Samedi, Selection Du Reader's Digest.

1952 - W.R. SIMMONS FOR CROWELL-COLLIER - NATIONAL MAGAZINE READERSHIP SURVEY

A study for six magazines of number of readers and time spent reading in TV and non-TV owning homes. Data are reported by demographics.

1955 - ALFRED POLITZ FOR LOOK - THE AUDIENCES OF NINE MAGAZINES AND AUDIENCES REACHED THROUGH COMBINATIONS OF MAGAZINES

The total audiences by demographics and product usage of nine magazines: Collier's, Life, Look, The Saturday Evening Post, Better Gardens, Good Housekeeping, Ladies' Home Journal, McCall's and Woman's Home Companion. Also included as a measurement of the exclusive audience of each of the nine.

1956 - ALFRED POLITZ FOR READER'S DIGEST-A STUDY OF SEVEN PUBLICATIONS

The first study incorporating a measurement of average and total reading days for magazines. Study measured Life, Look, The Saturday Evening Post, Reader's Digest, Good Housekeeping, McCall's, and This Week.

1956 - ALFRED POLITZ FOR BETTER HOMES & GARDENS - A 12 MONTHS' STUDY OF BETTER HOMES & GARDENS READERS

A study of readers of BHG in terms of their demographics, product ownership and purchase, and readership habits and accumulation.

1956 - W.R. SIMMONS FOR THE PROGRESSIVE FARMER - MAGAZINE READERSHIP IN THE RURAL SOUTH

A report on the audiences of 16 magazines in the rural south. The inclusion of an advance issue of The Progressive Farmer indicated a low level of false claiming.

1957 - ALFRED POLITZ FOR SATURDAY EVENING POST THE READERS OF THE SATURDAY EVENING POST

For readers of the SEP, this study describes the demographics, product ownership and purchase characteristics, reading habits and attitudes toward the magazine.

1958 - ALFRED POLITZ FOR LOOK - THE AUDIENCES OF NINE MAGAZINES AND AUDIENCES REACHED THROUGH MAGAZINE COMBINATIONS

The total audiences by demographics and product ownership of nine magazines. Except for the substitution of Life and Reader's Digest for Collier's and Woman s Home Companion, this was a redo of the 1955 study.

1958 - ALFRED POLITZ FOR SATURDAY EVENING POST - THE READERS OF THE SATURDAY EVENING POST NO. 2

Contains average issue, audience and ad exposure days by demographics for SEP. The average issue generated 2.0 issue exposures and 1.4 ad page exposures per reader.

1959 - AUDITS & SURVEYS FOR LOOK - HOUSEHOLD AUDIENCES OF THE MAJOR WEEKLY MAGAZINES

A study reporting household coverage nationally, regionally and in metro and non- metro areas for Look, Life and Saturday Evening Post.

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.

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 - ERDOS & MORGAN FOR HARPER-ATLANTIC SALES-THE PEOPLE NEXT DOOR

Illustrates the differences between Harper's and Atlantic subscribers and their demographically similar neighbors in behavioral patterns, attitudes and lifestyles. Based on mail questionnaires sent to 1,500 subscribers and 1,500 neighbors. Results indicated that subscribers are more socially and politically active than their neighbors; also more apt to travel and use certain products. (See also 1968 - The People Next Door Revisited)

1964 - ALFRED POLITZ FOR READER'S DIGEST - A STUDY OF PRIMARY AND PASSALONG READERS OF FOUR MAJOR MAGAZINES

A study identifying "primary" and "passalong" and in-home and out-of-home readers of each of 4 magazines (Reader's Digest, Life, Look and McCall's) and comparing these audience components in terms of reading activities, attitudes and demographics. Primary and in-home readers are more involved with the publication.

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 - 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.

1968 - ERDOS & MORGAN FOR HARPER-ATLANTIC SALES - THE PEOPLE NEXT DOOR REVISITED

The second "People Next Door" study conducted by Harper-Atlantic to illustrate the differences between Harper's and Atlantic subscribers and their demographically similar neighbors in behavioral patterns, attitudes and lifestyles. Based on mail questionnaires sent to 1,000 subscribers and 1,000 neighbors. Results indicated that subscribers are more socially and politically active than their neighbors; also more apt to travel and to use certain products. Report includes results of original 1962 "People Next Door" study.

1968 - OPINION RESEARCH CORPORATION, FOR MAGAZINE ADVERTISING BUREAU - CANADA'S MAGAZINE AUDIENCE

Three-volume report containing audience data, reach and frequency estimates, product ownership and purchase patterns. Based on sample of 6,000 persons age 15+.

1969 - MOTIVATIONAL PROGRAMMERS, INC. FOR HOLIDAY MAGAZINE - THE CREATIVE CONSUMER

Study designed to describe the life-style characteristics of two types of consumers: Creatives and Passives. Based on analysis of respondents' consumption and use of various goods and services, and their participation in various types of social, civic, cultural and religious activities. Personal interviews were conducted with a national sample of 1,660 male and female heads of household, in households with income exceeding $10,000. The study indicated that Creative consumers view TV less and read magazines more, particularly selective magazines including Holiday.

1969 - ALAN R. NELSON, LIFE MAGAZINE - A NATIONAL STUDY OF PSYCHOGRAPHICS - PRESENTATION TO INTERNATIONAL MARKETING CONGRESS, AMERICAN MARKETING ASSOCIATION - ATLANTA, GEORGIA, JUNE 1969

Report of national psychographic study conducted by Simmons for Life. Based on personal interviews with sample of 4,000 adults. Respondents rated their "self-image'' and "ideal image" on 20 positive and 20 negative personality traits. Report presents analysis of product purchasers by personality clusters.

1969 - DOUGLAS J. TIGERT, UNIVERSITY OF CHICAGO FOR FORD FOUNDATION, LEO BURNETT AND MARKET FACTS - A PSYCHOGRAPHIC PROFILE OF MAGAZINE AUDIENCES: AN INVESTIGATION OF MEDIA'S CLIMATE

Analysis of the relationship between psychographic measures and magazine readership. Psychographics is defined in terms of a wide range of lifestyle or daily activity, interest and opinion scales, called AlO's. Respondents were asked to indicate their agreement or disagreement with over 300 AIO statements and their readership of over 50 national magazines. Tigert concluded: "The most promising area at the moment appears to be in helping at the creative end of things ... to a lesser extent psychographic research may help to match products to media." Based on mail questionnaires from a sample of Market Facts national panel.

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.

1973 - AUDITS & SURVEYS FOR BABY MAGAZINE PUBLISHERS - BABY MAGAZINE STUDY

Study to measure audience of seven baby magazines and three general magazines, among expectant mothers and new mothers. Data reported by demographics and produroduct use. Audience estimates projected based on "tunnel" concept. Conducted by 180 personal interviews with 1,700 respondents, in a national probability sample. Update of 1970 study by Audits & Surveys, also jointly sponsored by publishers of baby magazines.

1974 - TIMOTHY JOYCE, AXIOM MARKET RESEARCH BUREAU - MAGAZINE READERS PER COPY - JAR, DEC., 1974

In this paper, Dr. Joyce shows that readers-per-copy may vary over time. The measure is dependent on demand to read and type of circulation (newsstand vs. subscription and public place distribution).

1974 - DANIEL STARCH - STARCH ELITE STUDY

Magazine readership among people in households with income of $15,000+ and in which the household head was a professional, technical or kindred worker.

1975 - AUDITS & SURVEYS FOR TIME INC. - READERSHIP OF TEN MAJOR MAGAZINES

A study to determine if reducing the number of magazines covered by a "through-the-book" interviewing technique would change the audience size estimates reported.

1975 - THREE SIGMA RESEARCH - STUDY OF READERS' TOTAL EXPERIENCE WITH MAGAZINES (SORTEM)

A pilot study for which women were asked to keep diaries of their daily magazine exposure for each of 31 consecutive days. Average issue audience, accumulation, reading days, time spent reading and exposures were reported.

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, place of reading.

1978 - AUDITS & SURVEYS FOR EAST/WEST NETWORK - IN FLIGHT SURVEY

On-board survey of airline magazine readership conducted among passengers of six airlines. A probability sample of flights was selected to represent the route structures of each of the airlines. Eligible respondents were all adults aged 18 years and older who were on the flights selected for the study. Total sample size was 4,285.

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.

1979 - HENRY ASSAEL & HUGH CANNON - DO DEMOGRAPHICS HELP IN MEDIA SELECTION? - JAR, DECEMBER 1979

Analysis of data from 1974 Starch Elite Study, concerning use Of demographics vs. product-brand use data for media selection.

1979 - ALLADI VENKATESH & CLINT B. TANKERSLEY - MAGAZINE READERSHIP BY FEMALE SEGMENTS - JAR, AUGUST 1979

Comparison of magazine readership profiles among three groups of women feminists, moderates and traditionalists showed significant differences in magazine readership patterns among the three groups. Based on mail study in Syracuse, N.Y., among 333 women.

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.

1980 - CHRISTINE D. URBAN, URBAN ASSOCIATES - CORRELATES OF MAGAZINE READERSHIP - JAR, AUGUST 1980

Analysis of factors that influence overall magazine readership levels within a national sample of U.S. men and women.

1980 - FREDERICK W. WINTER - MATCH TARGET MARKETS TO MEDIA AUDIENCES - JAR, FEBRUARY 1980

This paper examines the methods by which target segments and media are matched and subsequently used. Concludes that use of demographics is questionable and misleading .

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 - 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 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 - 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 wasimportant; 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 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.

1983 - MARK D. MUNN, FAMILY CIRCLE - PUBLIC PLACE DISTRIBUTION: THE EFFECT ON MAGAZINE AUDIENCES OF FREE DISTRIBUTION IN SELECTED RECEPTION AREAS - FROM THE 1983 MONTREAL SYMPOSIUM.

Report of tests conducted by Family Circle from 1972 to 1981 to evaluateate methods to increase out-of-home readership by placement of free copies in public locations. Concluded that this type of seeding appears to work and appears to be cost-efficient.

1983 - MARK D. MUNN, FAMILY CIRCLE - LIFE STYLES OF AMERICAN WOMEN AND THEIR RELATIONSHIP TO MAGAZINE READING - FROM THE 1983 MONTREAL SYMPOSIUM.

Report of national life style study conducted by Family Circle magazine to measure characteristics of women readers of 20 magazines. Analysis of life style was based on measures of (1) leisure-time activities; (2) attitudes toward personal life and society; (3) interest in various levels of magazine editorial. Analysis showed that life style clusters react differently to different kinds of magazines.

1984 - AUDITS & SURVEYS FOR NEWSWEEK - COLLEGE STUDENT MAGAZINE READERSHIP STUDY

Study comparing average issue readership, page exposure and reader perceptions of Newsweek On Campus vs. Ampersand, Directory Of Classes, Movie Magazine and Campus Voice (formerly Nutshell). Conducted by personal interviews with 600 students, by the through-the-book method. Study found Newsweek rated highest on awareness, readership and on characteristics such as interesting, writing quality and enjoyable.

1984 - HUGH M. CANNON - THE "NAIVE" APPROACH TO DEMOGRAPHIC MEDIA SELECTION - JAR, JUNE/JULY 1984

Report of analysis addressing the validity of selecting magazines based on indirect matching to the target market, by demographics. Based on analysis of 1977 TGI data, for five product categories, 25 magazines. Analysis found that indirect matching was "robust" for three product categories, but performed poorly for the other two categories.

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