People do not separate neatly into the categories of regular readers of a publication and non-readers: some read issues occasionally. This paper shows that it is important to have data on their regularity of reading. Different models describing this situation have been proposed. The paper suggests another family of distributions which has certain advantages. It shows how regularity can be used to help in choosing publications for a schedule. The advertiser's real concern, even more than in this information, lies in the exposure distribution for all the issues on his schedule of different publications. The paper indicates an analytic method for estimating this joint exposure distribution.
Get full access to this article
View all access options for this article.
References
1.
AgostiniJ. M., “Analyse de l'Audience Cumulée des Magazines,” ESOMAR/WAPOR Conference, 1961.
2.
AgostiniJ. M., “Les questions Directes sur les Habitudes des Lecteurs: Sont-Elles Vraiment si Mauvaises?” XV ESOMAR Conference, 1962.
3.
FrankelL. R., “Some Recent Developments in Market Research Methods,” XV ESOMAR Conference, 1962.
4.
HyettG. P., “The Measurement of Readership,” London School of Economics Paper, 1958.
5.
Alfred Polite Research, A Study of Four Media, Their Accumulative and Repeat Audiences, New York: Politz, 1953.
6.
Alfred Polite Research, Life Study of Consumer Expenditures, Vol. 2, New York: Polite, 1957.
