Newsweek Media Research Index

Magazines: Audience Accumulation/Duplication; R&F Research

1950 - ALFRED POLITZ FOR LIFE - A STUDY OF THE ACCUMULATIVE AUDIENCE OF LIFE

This study measured, for the first time, the number of people who read one or more out of 13 issues of Life. Data are reported by demographics.

1952 - ALFRED POLITZ FOR LIFE - A STUDY OF THE HOUSEHOLD ACCUMULATIVE AUDIENCE OF LIFE

Similar to the 1950 study except that it reports on households rather than people, this study shows, by demographics, the average issue audience and accumulation of up to 13 issues of Life.

1954 - ALFRED POLITZ FOR LIFE - A STUDY OF DUPLICATION

The first study reporting on the duplicated audiences, by sex and income, of average-issue and six-issue cumulative audiences for groups of two, three, four and five different magazines.

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 was a measurement of the exclusive audience of each of the nine.

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.

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.

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1963 - YOUNG & RUBICAM - PRINT ACCUMULATION AND COMBINATION ESTIMATING METHODS (UNPUBLISHED MONOGRAPH)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

1964 - ALFRED POLITZ FOR LOOK - REACH AND FREQUENCY

This study indicates that readers who recall advertisements cumulate faster than than the magazine's audience.

1965 - FRED L. ENGELMAN - AN EMPIRICAL FORMULA FOR AUDIENCE ACCUMULATION - JAR, JUNE 1965

A simple mathematical formula that uses a vehicle's past accumulation pattern to project 13-issue net audiences from two-issue data.

1966 - EDWARD PAPAZIAN, BBD&O - HOW FAST DOES A MAGAZINE REACH ITS TOTAL AUDIENCE? - MEDIA/SCOPE, JAN. 1966

A discussion of "timing" in planning and scheduling advertising.

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+.

1979 - JEROME D. GREENE - RELIABILITY OF CUMULATIVE MAGAZINE AUDIENCES - JAR, OCTOBER 1979

Discussion of standard error estimates for six-issue, and 12-issue magazines cumes, projected from either two or four measured issues. Study found for reasonable sample sizes, projected reach estimates seem reasonably reliableÓ whether projected from two or four issues; for equal sample size, reliability gained from studying four versus two issues is substantial.

1982 - JOHN D. LECKENBY AND SHIZUE KISHI - PERFORMANCE OF FOUR EXPOSURE DISTRIBUTION MODELS - JAR, APRIL/MAY 1982

Comparison of frequency distribution estimates for 45 magazine schedules, based on the Metheringham Beta Binomial Distribution model and three other models; to identify schedule characteristics contributing to estimation errors in each model. Simmons data base used.

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 - HUGH M. CANNON - REACH AND FREQUENCY ESTIMATES FOR SPECIALIZED TARGET MARKETS - JAR, JUNE/JULY 1983

Discussion of method to estimate target audience duplication for magazine pairs based on total audience, total audience duplication and target audience.

Browse the Newsweek Media Research Index by...
Media Category
Type of Study
Copyright (c) 1977, 1984, 1991 by Newsweek, Inc. All rights reserved. Reproductions of the Newsweek Media Research Index must include this copyright and may not be altered.