Specific issue readership measurement, part ii

Two years ago, John Faasse and I presented the first results of the Specific Issue Readership Measurement. In the fall of 2003, we had ten weeks of data concerning fourteen weekly magazines. Since then, we have continued our weekly measurement and now, in 2005, we have more than a hundred weeks of information at our disposal. It is time to look at the results, make comparisons, discuss experiments and examine the outlook for what was the first Specific Issue Readership Measurement since the old days of ‘through the book’. Specific Issue Readership Measurement: what is it and why did we begin it more than two years ago? To understand our move into Specific Issue Readership Measurement you have to look at the development of the research market in the Netherlands over the last four years. The penetration of online Internet access among consumers in the Netherlands has grown rapidly; by 2003, more than 70% of the Dutch households had Internet access. Currently the level of broadband access is fast increasing and is expected to reach 65% by the end of 2005. The research market has reacted to this phenomenon; all the leading agencies now have an Internet access pool of 40.000 or more individuals (Intomart GfK’s panel has 70.000). In 2005, the market share for Internet research (using the Internet as a research tool) has grown to 20% of the total registered budget for marketing research.

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