A variety of approaches have been developed, and used as an advertising currency, to measure magazine readership in terms of the behavior of readers. The number of issues read in a period is one such measure. In contrast the research reported here compliments previous approaches by focusing on the conceptualization and measurement of the subjective, qualitative experiences that people have when they read magazines. The result is a set of experiences that are common across widely-read magazines and scales for their measurement. The goal of this research is to provide quantitative measures of readership that reflect the qualitative experience of reading magazines. Many readership measures have been proposed and used. Most were motivated by concerns about readership as an indicator of potential exposure to advertising. Measures such as “the number of issues read in the last four issues� presently have the most currency.
Symposium: 2003: Cambridge, Massachusetts, Session 4 - Quality of Reading
Authors: Eadie, Wayne, J. Calder, Bobby, Malthouse, Edward C.
Organisations: Integrated Marketing Communications, Kellogg Graduate School of Management, Northwestern University, Magazine Publishers of America
Topics: Quality of Reading