Traditionally, a magazine is selected for schedule inclusion on the basis of its cost-efficiency of reaching people who read an average issue of the publication and who are part of a specified target audience (e.g., adults 18+, women 18-49). A person is considered an “average issue reader� if he or she read or looked into any part of a publication during its publication interval. Thus, when magazines are selected in the traditional manner, one must tacitly assume that, on average:
• All magazines are read with the same degree of thoroughness and, within a given segment,
• Thoroughness of reading is equal across all publications (e.g., women who read “Sports Illustrated� and women who “Bridal Guide� read their respective magazines with equal thoroughness)
Symposium: 2003: Cambridge, Massachusetts, Session 4 - Quality of Reading
Authors: D'Amico, Ted
Organisations: Mediamark Research Inc
Topics: Quality of Reading