Dark matter: Measuring readership in a multi-platform age
Manfred Mareck Research Marketing
In his keynote speech to the Print & Digital Research Forum Symposium 2013 (the biennial conference supported by Kantar and Ipsos, and formerly known as the Worldwide Readership Symposium), Professor Philip Napoli warned delegates to expect wide-ranging destabilisation of established audience concepts and measurement. In t and (of radio programmes) instead of purely quantitative exposure measures. But then audience research became largely focused on the concept of 'exposure' as the core metric, leaving out concepts such as attentiveness.